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Nitro Circus appoints The Sports Consultancy for host cities search

VISTA, CA - AUGUST 11: Lizzie Armanto competes in the Women's Skate Park Final during the Nitro World Games on August 11, 2018 in Vista, California. (Photo by Sean M. Haffey/Getty Images)

Nitro Circus, the world’s largest action sports brand, has appointed London-based The Sports Consultancy to work on the host city selection process for its proposed slate of worldwide live events. 

Nitro is launching a global search for venues to stage its three biggest live event properties – Nitro World Games, Nitro Rallycross and Nitro Park & Air – with The Sports Consultancy engaged to run a simultaneous host city procurement process. 

Nitro will appoint multiple host city partners around the world on multi-year deals, with whom it will work on co-creating bespoke events which are tailored to showcase the  host destinations. Nitro intends to begin its global events series in 2021.  

The company’s will host its first Nitro World Games outside the US next May, when it takes the event to Cardiff’s Principality Stadium.

Nitro Circus began life as a DVD and TV series showcasing core action sports such as FMX, BMX, skate and scooter, and has since grown to include a number of live events.

“By partnering with TSC, we are signaling our intent to take our largest events to our fans in cities around the world,” said Antony Warren, senior vice-president of business development at Nitro Circus.

“Our first step on this journey, after three years in the US, is hosting the 2020 Nitro World Games in Cardiff, Wales and from there we look forward to crossing many more borders as we build relationships with cities, fans and competitors in all corners of the globe.”

Matt Wilson, director, consulting at The Sports Consultancy, added: “These events are truly disrupting the world of major events and, with their ability to drive global media exposure, youth engagement, year-round destination marketing and strong social and infrastructure legacies, are perfectly suited to future hosts seeking to challenge perceptions and boundaries.”