According to the agency, the service will bring “marquee global sporting events to life for governing bodies, host cities, brand sponsors, commercial partners and fans.”
BCW Eventus will seek to aid stakeholders through the three areas of ‘Attract’, ‘Activate’ and ‘Assess’.
Through BCW Eventus Attract, BCW will seek to use its global network and high-level relationships with sports governing bodies, leagues and organisations to help countries and cities attract major events.
Donna Imperato, BCW global chief executive, said: “Major sporting events are a fantastic platform for communicating exciting, emotional and engaging stories to the world. At the same time, the fight for attention and engagement is fiercer than ever, so event organisers, host cities and brands require a solid strategy and an integrated, global communications effort for them to benefit fully from their involvement.”
Lars Haue-Pedersen, managing director, BCW Sports and BCW Eventus lead, added: "We have extensive experience and a team of multidisciplinary sports experts who provide unrivalled expertise and experience in bringing these events to life and delivering tremendous results for all parties.
“Our process has been tested, refined and proven across some of the world's most high-profile sporting events, including the 2019 FIBA Basketball World Cup in China, Lausanne 2020 Winter Youth Olympic Games, Germany 2024 Uefa Euro Football and the Los Angeles 2028 Summer Olympics."
BCW was appointed as the official communication agency of the 2020 winter Youth Olympics earlier this year as well as being appointed by the IAAF to run global campaigns aimed at promoting track and field's governing body's events and sports initiatives.
BCW Sports was formed in January as Swiss sports communications consultancy Burson-Marsteller Sport became the sports practice of Burson Cohn & Wolfe, following the merger of its parent company and global advisory firm Cohn & Wolfe.
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