The Big WHY
- The Value of Major International Sporting Events
“It’s all about the big ‘WHY’,” said Edouard Donnelly, former Executive Director of Operations for the Paris 2024 Olympics, speaking in Herning during the Men’s Handball World Championship.
For many, the Paris 2024 Olympics stand as one of the most iconic Games in history. One of the masterminds behind the event, Edouard Donnelly, shared his insights and experiences during a seminar hosted by Sport Event Denmark and Danish Handball Federation
The central theme of the seminar? You guessed it – the big WHY. Experts, key stakeholders, and participants came together to discuss the value of major international sporting events. The focus was on how such events generate value for Denmark and its host cities, extending beyond mere financial gains.
“Value is not just about numbers and figures – it’s also about the experiences we create with major sporting events. For instance, we’ve welcomed over 80,000 spectators to the tournament here in Herning – and that’s without hosting the finals,” said Heino Knudsen, CEO of Danish Handball Federation.
Adding to the discussion, Lars Lundov, Director of Sport Event Denmark, explained the values through a metaphor:
“We could divide these values into boxes: one for soft values, one for commercial benefits, and another for sustainability.”
Edouard Donnelly echoed this and highlighted Denmark’s global reputation as a pioneer in hosting sporting events:
“I can confidently say that Denmark is renowned worldwide for being a frontrunner in organising major sporting events. In Paris, we even took inspiration from the Danish model of engaging spectators and involving the local community. It was clear that such involvement added value to the events. You need a clear vision for your event, and you must know your ‘why’ because that’s what ultimately paves the way to success and creates value,” Donnelly explained.
About Sport Event Denmark and Danish Handball Federation
Sport Event Denmark and Danish Handball Federation work closely to attract and organise international sporting events in Denmark. Together with host cities, they create unique platforms to engage local citizens, Danes, and spectators from far and wide. The aim is to strengthen Denmark’s position as a leading host for major events and generate value for sport, tourism, and society as a whole.
