The City of Amsterdam has a strong sporting objective - to raise its profile within the international sports world. This ambition is right in line with the Netherlands' wider ambition of using sport to create a healthier nation. The national plan, entitled "Olympic Plan 2028", identifies organising the Summer Olympic Games in 2028 as a key driver and catalyst for all sporting activities planned for the coming decade.
Amsterdam hopes to be selected as the candidate city for the Netherlands, in their bid for the 2028 Games and as such wants to increase its influence within the sporting world.
Consulting was approached to assist the City of Amsterdam to become more
present, visible and influential in the world of international sport.
with an initial TSE Survey
, this helped define the city's perception amongst
the key players in the industry. The
sports department, together with TSE then developed a plan to attract those
events that would enable Amsterdam to make the right connections within the
world of international sports.
At the same
time, the detailed plan would also significantly increase the city's experience
and expertise in the organisation of large international sporting events.The
first major bid identified in this process was the 2016 European Athletics
Championships, for which TSE was the head consultant. The event was
successfully awarded to Amsterdam in November 2011, beating out candidates
Istanbul (TUR) and Split (CRO).
with TSE's instrumental assistance, Amsterdam has been able to maximise the
impact of its presence at SportAccord each year. Working with TSE has also guaranteed
Amsterdam's leaders secured speaking engagements in various conferences such as
"City Events-Where Cities meet sport" and the World Union of Olympic Cities'
From the client
“TSE’s understanding of the sport world helped us in shaping our hosting
strategy for years to come. In particular, their understanding of the sport of
Athletics helped us develop a very strong and convincing narrative for the 2016
European Athletics Championships. We won, and this great success is now a key
stepping stone for our Olympic ambitions."
Director of Olympic Ambition,
City of Amsterdam