Norway's pitch for major sports events to get highest backing
A new national event strategy is set to be launched in Norway, with the aim of attracting major international sports events to the country.
The process of bidding for "sustainable and innovative events" for individual cities and country-wide looks set to come under the responsibility of Innovation Norway, a government-led department, following a year-long assessment.
Speaking in Oslo yesterday, Bente Bratland Holm, tourism director of Innovation Norway, said: "A national event strategy is a long sought-after tool for event organisers and host cities all over Norway. We hope this strategy will contribute positively to the work of attracting more international sport- and cultural events to our country, which will contribute the overall value creation in the tourism industry."
A year ago the Norwegian government recommended a national event unit, and assigned the work of creating a national event strategy to Innovation Norway, which oversees the innovation and development of Norwegian enterprises and industry, and works closely with Visit Norway, the official tourism board.
Burson Cohn & Wolfe, the global communications agency, was brought into work on the project, with stakeholders in the Norwegian event industry, with an emphasis on sports and culture, invited in to contribute.
Bratland Holm added: "The strategy recommends that Norway needs a national event unit to promote Norway internationally as a host nation for sport and cultural events, as well as facilitate knowledge transfer for event organisers and host cities. Handing the strategy over to the government, we hope to see that this becomes a reality, in the not so distant future."
The national event strategy will, the protagonists claim, act as a reference guide for organisers and host cities working to attract new events and help them maximise opportunities, and make Norway a more attractive proposition globally to rights-owners and international federations.
Major sports events already heading to Norway in the next few years include: next month's men's handball's EHF European Championships (jointly with Sweden and Austria); the women's EHF Euros in December 2020 (with Denmark); the 2021 World Wrestling Championships in Oslo; 2022 the World and European Speed Skating Championships in Hamar; and the 2023 women's World Handball Championships (with Sweden and Denmark).
In addition, Trondheim is the sole bidder for the Nordic World Ski Championships in 2025, having lost out in the 2021 and 2023 bid races, with that allocation to be ratified in May 2020, while Norway is part of the pan-Nordic bid to stage the Fifa Women's World Cup in 2027.Sportcal