WUC Director Briel discussing with FISU booth visitors
LAUSANNE – At the last day of the City Events Conference inLausanne, the FISU delegates witnessed the plenary session on ‘Creating Branding Impact’. During this session answers were searched what an event can do to a city so that its brand is changed and improved.
David Noemi, International Affairs Dept. of the German Football Association explained how the 2006FIFAWorld Cup and the 2011FIFAWomen’s World Cup reshaped the image of a country.
Stéphane Serediuk, Director World Sport GroupSingapore, gave a sports promoter’s view on how to work hand in hand with the local authorities to maximize the event’s impact on the host’s brand and did this explaining the case of the Singapore Sports Hub.
Andrew Smith, Professor at theUniversityofWestminster, reported on academia’s latest research findings on place/city branding and national identity building and their potential application using sport events.
Ulrik Ruhnau, Managing Director of Lagardère Unlimited Stadium Solutions, gave a specialist sport supplier’s view on how sports and/or cultural venue can have a direct impact on the brand of a host city, depending on how it is designed, used and promoted.
The 2nd edition of the Conference ended with two more parallel break-out sessions: ‘Sports events as destination marketing tool’ and Sports events as a nation branding tool’.
C. Pierre, FISU Press Officer
FISU SG/CEO Saintrond, SU Director Vandenplas with former IAAF World Champion Stephan Diagana
FISU SG/CEO Saintrond & VP Eder with Partner Gerflor