Brisbane was elected the host of the 2032 Olympic and Paralympic Games with EKS, a SPORTFIVE company, as the lead advisor to the Brisbane 2032 campaign, supporting and guiding the city through the new IOC host selection process. Initiated by a feasibility study on infrastructure and using the Olympic Games as a catalyst for change, Brisbane won the 2036 Olympic and Paralympic Games hosting rights.
In this Success Story:
The Challenge
In a challenging government landscape, the vision to enhance regional connectivity across South East Queensland prompted the Council of Mayors (South East Queensland) (CoMSEQ) to engage Event Knowledge Service (EKS), a specialist independent consultancy supporting the technical delivery of major events across every continent and a SPORTFIVE company, and therefore part of the global sports marketing agency known for delivering customer-focused solutions through industry expertise, innovation, and trusted global relationships.
Direct experience counts for a lot in this industry. Ours has been earned over many years at the world's largest, most successful sporting events.This strategic collaboration explored how hosting the Olympic Games could accelerate infrastructure investments to improve regional connectivity. EKS's expertise was pivotal in proposing a Master Plan and overall Games concept that could transform the region through enhanced transport networks accompanied by social legacies, leveraging the Olympics as a catalyst for investment attraction and development of the region.
The Solution
EKS, leveraging its extensive expertise in the realm of international sporting events, provided strategic advice to Brisbane on how to optimally navigate the IOC bid process. Throughout a five-year period, from 2017 to 2021, EKS crafted and delivered a series of work packages, continuously improving Brisbane's Games concept and maximizing the potential for a meaningful and sustainable legacy. In a decision by the International Olympic Committee, Brisbane was ultimately chosen as the host city for the 2032 Olympic Games. This decision not only marked the successful conclusion of EKS's advisory role but also heralded a new chapter in Brisbane's sporting and cultural history.
Feasibility Study
EKS undertook a detailed Feasibility Study, where regional connectivity and additional community legacies were identified and a compelling legacy strategy and Games concept was designed, aligned to the IOC Agenda 2020+5 strategy.
IOC 1st submission
The Brisbane Games concept was updated and packaged as a Games concept proposal, being submitted to the IOC in late 2020 with feedback gathered by EKS from International Federations and Games stakeholders.
Targeted dialogue
In February 2021 following the successful first submission, Brisbane was the sole city invited by the IOC to enter Targeted Dialogue. EKS was commissioned to support the Candidature, preparing and producing the IOC Questionnaire Responses and all required annexes, including block plans for every venue and a detailed bottom-up budget.
IOC Review
For the IOC Future Host Commission Review, EKS prepared presentations and speaking notes for the government and stakeholder presenters and panels, and rehearsed with the presenters for the Q&A session during discussion with the Future Host Commission members.
Final IOC Presentation
The Candidature culminated in the final presentation to the IOC Members during the IOC Session in Tokyo at the 2020 Olympic Games. EKS was tasked with preparing the high-definition presentations, speeches, and it directed the production of the supporting videos.
The Outcome
The election of Brisbane as the Host City of the 2032 Olympic and Paralympic Games was the culmination of 5 years of planning and engagement with the International Olympic Committee and the Olympic Family, creating a Games concept that was deeply aligned with the long-term plans of the city and region regarding sustainability, nature preservation, infrastructure requirements and their desire to build a community that is known for high standards of health and wellbeing.
Economic impact analysis quantified that the Games plans would deliver US$ 5.8 billion in benefits to Queensland, including a US$ 3.3 billion increase related to tourism and trade as well as US$ 3.5 billion related to social improvements, thanks to the initiatives proposed in the areas of health, volunteering and community benefits. Importantly, Brisbane 2032 spent approximately 80% less in its host selection process when compared to the average budgets of candidate cities applying to the 2020, 2024 and 2028 Games.
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5.8 B
US$ of estimated quantifiable economic and social benefits for Queensland.
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3.3 B
US$ of estimated economic benefits from Games-induced uplift in tourism and trade.
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80 %
reduction in spending for the Brisbane 2032 candidature compared to the average budgets of cities that applied to the 2020, 2024 and 2028 Games.
What's in it for you?
The Olympic and Paralympic Games host selection process is the most comprehensive of its kind in the world of Major Events. EKS was the lead strategy and technical advisor for cities across the globe for the last 4 Summer Olympic Games selection processes.
Whether it’s the Olympic Games, a World Championship or any other major sport event, EKS has an established methodology and a deep understanding of feasibility studies and bidding processes to support, build and deliver your aspirations of hosting your dream Major Sport Event.
If you want to find out how we can support your Bid, reach out to EKS.
