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Lagardère Sports to drive Budapest’s Olympic bid

The Lagardère Sports agency has been commissioned by Budapest 2024 to lead an international consortium to advise the Hungarian capital on its bid to host the summer Olympic and Paralympic Games.

Lagardère Sports, through its specialist agency Event Knowledge Services (EKS), will lead Budapest’s overall bid, develop and manage the bid strategy and support the development of detailed technical aspects of the Games plan.

Other services include preparation of the technical presentation for the International Olympic Committee’s (IOC) Evaluation Commission, marketing advice and assistance in delivering the major presentations to the IOC and other key Games stakeholders.

Andrew Georgiou, chief operating officer of Lagardère Sports, said: “Lagardère Sports has a long-standing relationship with Olympic movement and we are excited to use this experience to provide strategic guidance, event planning and operational support to Budapest 2024 over the next 18 months. With our integrated approach to Games delivery and our knowledge of the local market through our existing business activities in Hungary, I’m certain we can support Budapest as a strong candidate for the 2024 Olympic and Paralympic Games.”

Lagardère Sports’ other activities in Hungary include the operation, management and marketing of the Groupama Arena in Budapest and comprehensive marketing relationships with top-tier football club Ferencvárosi. Lagardère Sports also sells hospitality and sponsorship for the Hungarian national team’s home matches, which take place in the Groupama Arena, on behalf of the Hungarian Football Association.

Balazs Furjes, chairman of Budapest 2024, added: “I believe together we can showcase how great Budapest and its people are. We want to proudly demonstrate what our city and country have to offer to the international stage. Lagardère Sports will give us the ability to let the world know we are ready to welcome the world to Budapest.”

Lagardère Sports and EKS will be joined by PwC Hungary and M-is in supporting Budapest’s efforts to land Hungary’s first Olympic Games. The first stage of the revamped bidding process for candidate cities concluded on February 17, with the IOC confirming it had received the four candidature files from Budapest, along with Los Angeles (USA), Rome (Italy) and Paris (France). Last month’s deadline concerned part one of the process, entitled ‘Vision, Games Concept and Strategy’.

The candidature process will now move on to the second of three stages. The deadline for submission of the ‘Governance, Legal and Venue Funding’ file is October 7, with the final file, ‘Games Delivery, Experience and Venue Legacy’, due on February 3, 2017. During stage three, an IOC Evaluation Commission will make working visits to each city to study their projects in detail and issue a final report. The election of the host city will take place in September 2017 at the IOC Session in Lima, Peru.

Despite having never hosted the summer Olympics, Budapest has previously bid for five editions of the Games, most recently for the 1960 event.