04.12.2025
Event landscape is evolving: Insights from Host City 2025
Host City 2025, held in Glasgow on 1–3 December, brought together organisers, host cities and rights holders of sports, business and cultural events for a focused discussion on the practicalities of delivering world-class experiences. Held at Glasgow’s Technology & Innovation Centre under the theme “Getting on with the Business of Events,” the conference highlighted how the event landscape is evolving, and what cities and organisers should understand to stay ahead.
The keynotes, panel discussions and workshop sessions explored everything from Olympic-scale productions to smaller, community-driven events, offering perspectives from international federations, local organisers, and stakeholders across the sector.
From festivalisation to purpose
A clear message echoed throughout the event: a sports competition alone is no longer enough. The surrounding festivalisation has become just as important. Audiences expect experiences that extend far beyond the field of play, and this shift is redefining how events are designed and delivered.
Equally central is the role of the host city and its residents. Cities hold a deep understanding of local needs and dynamics, and when an event becomes truly embedded in the community, engagement grows significantly. This can spark pride, strengthen identity, and create a shared sense of ownership, especially when the benefits are visible and meaningful to locals.
Purpose also emerged as a defining factor. Understanding why cities pursue major events – and how these events serve the goals of host cities, federations, and partners – helps align expectations early. When common goals are clear, collaboration becomes more natural, and pathways to funding and stakeholder commitment strengthen.
Foundations for long-term impact
Another recurring theme was legacy. It does not begin after the event; it starts the moment the idea is announced. The most impactful legacies are those that continue to deliver value long after the final day.
Across all discussions, data appeared as a quiet but essential driver. Advancing technologies now enable more efficient gathering, analysis, and application of insights before, during and after events. Data is increasingly becoming the connective tissue that informs decisions, supports planning, and enhances long-term value.
Altogether, Host City 2025 highlighted a shared conclusion: the future of major sports events is built on collaboration, purpose, community connection, and smart use of data, from the earliest concept to the long-lasting legacy.