The second Host City Awards will take place in Glasgow, Scotland to celebrate exceptional accomplishments in hosting, delivering and promoting major events.

The Awards form part of the Host City 2025 conference, hosted at the Technology & Innovation Centre on 2-3 December, with winners announced at the Awards Dinner on the evening of  2 December.

Event hosts, rights holders and suppliers are encouraged to enter appropriate categories:

The Best Event Engagement award will recognise destinations that achieved exceptional audience reach and visibility relative to their size, location or resources.

The Most Sustainable Event award will celebrate events that delivered measurable environmental, social and legacy benefits for their host communities.

The Outstanding Economic Impact award will honour events that generated significant economic value and long-term financial benefits for their destinations.

The Best Commercial Strategy award will reward rights holders and organisers who delivered strong financial results and long-term value through innovative monetisation approaches.

The Strongest Fan Growth award will recognise events that successfully expanded, engaged, and monetised their fan base through effective strategies and platforms.

The Innovation in Event Technology award will spotlight suppliers who introduced groundbreaking technology that enhanced event performance or audience experience.

The Best Event Infrastructure Solution award will recognise outstanding contributions to the physical and digital infrastructure that supported safe, efficient, and sustainable event delivery.

The Excellence in Event Delivery award will honour organisations that played a key role in delivering high-quality event experiences

The Best Use of AI award will recognise outstanding applications of artificial intelligence that improved the planning, delivery, or commercial success of an event.

Organisations register to attend the Host City 2025 conference are eligible to enter for free, submitting concise written entries and optional supporting materials.

The diverse judging panel of highly regarded experts includes Jennifer Arnold, Vice President, U.S. Soccer Foundation; Iain Edmondson, Founder, Legacy Delivery; Sarah Lewis OBE OLY; Brian Lewis, Immediate Past President, Trinidad and Tobago Olympic Committee; Paul Bush, Chair, British Curling; Céline Payelle, Vice-President and General Manager, Events & Experiences, Cirque du Soleil, and more to be announced.

Matthew Astill, CEO of Cavendish Group, said: “We are very pleased to taking the Host City awards to the next level, following the success of last year’s launch. We look forward to celebrating the achievements of the best and brightest in the global events community in Glasgow.”

Glasgow Life’s Director of Culture, Tourism and Events. Billy Garrett, said: “We’re delighted that the Host City Conference is returning to Glasgow in 2025. This prestigious annual industry event provides an invaluable platform for international partners in our sector to get together to share experiences and insights, and take part in productive discussions and debates on the key issues, challenges and opportunities that host cities face.

“So we’re really looking forward to Glasgow hosting Host City once again, and the fantastic opportunities this important event offers attendees to network and build connections that help foster mutually beneficial partnerships to impact business growth.”

Rob Dickson, Director of Industry and Events at VisitScotland, said: “Events play an important role in our communities, bringing economic benefits, fostering community pride and delivering global recognition. The Host City Awards are an opportunity to recognise and shine a spotlight on the contribution and impact of events, the people who design and deliver them and the innovation they bring.” 

Glasgow Life, the charity that leads culture and sport in Glasgow, has announced the appointment of Kay Morrison as its new Chief Executive.

An accomplished leader, Kay brings a track record of strategic vision, partnership development and more than 20 years’ experience working across Scotland’s culture and leisure sector.

Kay joins Glasgow Life from her role as Chief Executive of South Lanarkshire Leisure and Culture, where she has led the successful transformation of the organisation over the past three years.

Previously, she was Chief Executive of Falkirk Foundation, the official charity partner of Falkirk Football Club, working to improve the health and wellbeing of local communities through physical activity and education programmes.

She will take up her new post on Monday 7 July 2025, replacing Susan Deighan who helped create Glasgow Life in 2007 and is retiring after more than 30 years of shaping the delivery of culture, physical activity, tourism, and events in Glasgow on behalf of Glasgow City Council.

A passionate advocate for inclusion and reducing inequalities, Kay is known for her commitment to enhancing community wellbeing through the power of culture and sport as well as her contribution to developing national policy and direction for the sector.

Her appointment marks a new chapter for Glasgow Life, as the charity looks to an ambitious future and to helping more people lead richer, healthier, and happier lives through the delivery of world-class cultural, physical activity, and learning programmes and experiences.

Speaking about her appointment, Kay said: “It’s a privilege to be joining Glasgow Life at such a pivotal moment. As one of Scotland’s most important charities, Glasgow Life offers rich sources of hope, meaning and social connection to the people of Glasgow and visitors to the city.

“I’m looking forward to working with my talented colleagues and partners to deliver a fair and inclusive future for local communities, and ensuring our vision remains integral to the city’s social and economic wellbeing as well as building on Glasgow’s impressive global profile.”

Bailie Annette Christie, Chair of Glasgow Life, said: “Kay is an inspiring leader with a deep understanding of the vital role our charity plays across Glasgow’s communities, and her experience, knowledge and networks make her the ideal person to lead Glasgow Life as we look to a positive and ambitious future.

“On behalf of Glasgow Life’s Board, I congratulate Kay on her appointment and look forward to working with her to ensure our charity remains a force for good at the heart of a thriving, inclusive, accessible, and resilient Glasgow.”

Susanne Millar, Chief Executive of Glasgow City Council, said: “I’m pleased to welcome Kay into the role of Chief Executive at Glasgow Life and as a valued member of Glasgow City Council’s leadership team. Kay brings a wealth of experience and a clear commitment to Glasgow. Susan Deighan has made an incredible contribution to Glasgow Life and to our city, and I know Kay is ready to build on that success.

“I look forward to working with Kay, in close collaboration with our city partners, as we continue to deliver on the things that matter most to the people of Glasgow. I also want to thank Susan for her exceptional dedication and wish her a long and happy retirement.”

From the moment we wake up, technologies bridge our physical life with one that is digital. In a paper published in July 2024, Dr. Matt Frew from the School of Business and Enterprise at the University of the West of Scotland, stated that “emerging DARQ[1]  technologies and an accelerating Metaverse are reshaping the event landscape, birthing a new era of extended reality events.” How DARQ is the future of events?

These are times of high uncertainty on many fronts, also for the events industry. During the AIPC Academy in Brussels it was one of the key areas for discussion during coffee-breaks and lunches. One thing is very clear however: technology will continue to become more important for the event industry and we will need to understand the change that comes with it.

Therefore, it is important to take a step back and read papers like the one published by Dr. Frew, as they provide a broader view on event trends, which allows us to focus on what is really important. While the title of his paper seems alarming, the content is far less so. Events indeed reflect wide changes happening in society – including technology – and should be considered as portals of transition. The technology-driven events we see today have little to do with the informal gatherings which are at the start of our industry. At the same time, the very basis has not changed: it is about bringing communities together.

What is new, however, is the acceleration of technologies, combined with the blend between physical and digital. As a result, communities now gather on a continuous basis in different environments, using different types of technology, including brain-computer interfaces.

Going forward, it is expected we’ll see more of these “blends”. Take the ABBA Voyage tour as an example, which is basically bringing together large crowds to watch the younger version of the band in the shape of avatars, and with the event experience being extended via followers and influencers to improve reach and turn involvement of the event community into revenue. Over a 12-month period, the show completed 374 performances and attracted 1,097,597 visitors, achieving an occupancy rate of 97.8%. Revenue from ticket sales was £103,665,597. And that’s just the tickets.

So next to the traditional live events and the cloned hybrid events, we’ll also need to consider extended reality events going forward. The challenge for the event industry will be to fully understand the potential these evolutions can bring and to decide accordingly on the technology investment to be done.

All of this will of course not happen overnight, but given the speed at which our physical and digital lives become intertwined, this new reality will be there sooner than later, making the debate between “live events” and “digital events” an obsolete one. They will not co-exist – they will become one, allowing for new models of engagement and community building. So the future is definitely not dark.

[Source: USA Swimming] USA Swimming has announced that Shana Ferguson is leaving the organization to become the Chief of Sport and Games Delivery of the LA28 Olympic and Paralympic Games. Ferguson joins LA28 from USA Swimming where she served as Chief Operating Officer, Chief Commercial Officer, and most recently as interim CEO. Ferguson is a proven leader in operational strategy and organizational leadership, with more than two decades of experience in sports management. 

 “Shana Ferguson is a uniquely talented leader who has made innumerable contributions to USA Swimming,” said Chris Brearton, USA Swimming Board Chair. “She was instrumental in the success of the 2024 U.S. Olympic Team Trials, onboarding numerous new partners to the Olympic movement, and countless strategic business initiatives, and we are grateful for her commitment to our sport and the success and wellbeing of our athletes. We wish her the best in her next chapter and look forward to working with her at LA28.”

As the USA Swimming Board continues the search for the organization’s next permanent CEO, the CEO Search Task Force welcomes three new members to help guide a refreshed evaluation of candidates. Board Chair Chris Brearton and former Vice Chair Kathy Fish will join the Task Force, along with Director of Swimming at the University of Texas and former Men’s Olympic Head Coach Bob Bowman. As the search continues, the Board announced that Bob Vincent, former Chair of the USA Swimming Board of Directors, will assume the role of Interim CEO, effective April 1.

A seasoned professional in athletic administration and proven leader at all levels of swimming governance, Vincent is deeply knowledgeable about all aspects of USA Swimming operations and well-positioned to lead the organization during this important transition period. Vincent brings extensive experience in the sports industry and leadership roles, having served as Chairman of the USA Swimming Board of Directors from 2018 – 2021. Vincent also served as Board Treasurer from 2016 – 2018, is an active USA Swimming official, and a member of the USA Swimming Foundation’s Champions Club. Vincent will resign from his current role on the Board of Directors to assume the Interim CEO position until his planned retirement once a new permanent leader is selected.

Brearton continued “We are extremely pleased to welcome Bob Vincent as Interim CEO and are thankful for his willingness to take on this service to the organization before his retirement, as we continue our work to support our members and prepare for the Los Angeles 2028 Olympic Games.”

During Vincent’s time as Interim CEO, he will focus on maintaining momentum for key strategic initiatives and events, including this summer’s World Aquatics Championships in Singapore and the ongoing search process for the next National Team Managing Director.

“I am honored to step into the role of Interim CEO and help lead USA Swimming at this important moment,” said Bob Vincent. “I have witnessed firsthand the dedication and passion of our athletes, coaches, officials, volunteers, and staff, and I look forward to working closely with each of them while I serve in this role. The organization is poised for continued success, and I am eager to start engaging with the team in this new leadership capacity.”

“I am thrilled to congratulate Shana Ferguson on her new role as Chief of Sport and Games Delivery for the Los Angeles 2028 Olympic Games,” said Sarah Hirshland, CEO of the United States Olympic and Paralympic Committee. “It's awesome to see her apply the skills and experiences gained at USA Swimming to this monumental event. This transition showcases her remarkable talent and highlights the importance of knowledge transfer as we build a strong ecosystem of sports professionals in the United States. I also want to express my gratitude to Bob Vincent for his dedicated service to USA Swimming during this pivotal time.”

The election of Kirsty Coventry as president of the IOC was instigated by former CANOC President Brian Lewis’ challenge to the IOC in 2018 to elect a woman president, according to the current CANOC President.

“Coventry’s ascent to the presidency of the IOC is very much a response to CANOC’s Brian Lewis’ appeal at the forum, Olympism In Action, held in Buenos Aires, Argentina, during the Youth Olympics in 2018,” CANOC President Keith Joseph wrote.

“In a discussion on women in sport, Lewis challenged the IOC and the entire Olympic Movement to elect a woman as the organisation’s next president. To Brian’s credit, it has been realised.”

In a recent interview with the Trinidad Express, Brian Lewis said: "When I made the statement that the next president should be a female, the room gasped — as if I had said something I ought not to have said. 

"It is great for the IOC and its history that for the first time ever, a female has been elected to this role. It has taken far too long."

Coventry will also be the first IOC president from the Global South.

"IOC needs change, not continuity"

In an editorial in the Trinidad & Tobago Guardian, Lewis said: "While the election of Coventry can be seen as a significant win for inclusivity and progress, she will have to show that she can rise to the occasion and demonstrate the necessary competence, skill set and leadership.

"The IOC is at a crossroads. Regardless of the perception that she represents continuity and exchange, rather than the change that the IOC badly needs at this time."

Brian Lewis is on the Advisory Board of Host City, where he has helped to shape the conference agenda as part of a diverse group of industry-wide stakeholders.

Host City 2025, the greatest meeting of organisers, hosts and owners of sports, business and cultural events, has revealed the conference theme and agenda topics, and confirmed the Global Presenting Partners and Hosts.

The conference will centre on the theme “Getting on with the Business of Major Events.” This year’s focus underscores a renewed commitment to the practicalities of hosting and delivering world-class sports, business, and cultural events.

Taking place with the support of Global Presenting Partners and Hosts Glasgow Life and EventScotland, part of VisitScotland, Host City 2025 will offer a dynamic and diverse program featuring keynotes, interviews, workshops, and panel discussions.

Keynote Addresses & Q&As will explore critical topics, including:

• The enduring inspiration of major events
• Lessons from organising committees
• The business of sport in the Middle East
• The business of sport in the Americas

Plenary sessions will address pressing industry trends such as:

• Driving growth in major events
• How AI is transforming major events
• Making major events pay
• The economics of women’s sport
• Private investment in major events
• Digital fanship and engagement
• A decade of sport in the Americas
• Technologies driving event delivery
• Advances in security and ticketing

Workshops & Case Studies will provide hands-on insights into subjects ranging from:

• Bidding processes and strategies
• Net Zero
• Innovations in AV and broadcasting technology
• New event formats and production innovations
• Tools for managing teams and events
• Data, infrastructure, and transport solutions
• Procurement processes and opportunities
• VR and immersive experiences
• Purpose-led sponsorship and commercialisation strategies
• Ensuring event relevance and long-term impact

An exhibition featuring event hosts, owners, and suppliers will run alongside the conference.

Host City 2025 will feature the second Host City Awards, set to take place over an Awards Dinner on 2^nd December, recognising excellence in major event hosting and delivery across a range of categories.

With an expanded agenda and a sharpened focus on industry challenges and innovations, Host City 2025 is an unmissable gathering for leaders shaping the future of major events.

Host City 2025 conference and exhibition takes place at the Technology & Innovation Centre, Glasgow, Scotland.

Matthew Astill, CEO of Cavendish Group said: “Host City 2025 will provide our community of major event organisers, owners, hosts and suppliers with deeper and more varied opportunities for learning and business. We thank Glasgow and Scotland for their longstanding support of Host City.”

Susan Deighan, Chief Executive of Glasgow Life said: “The Host City Conference provides an invaluable platform for global events sector partners to come together to share their experiences and insights on industry issues, and take part in productive discussions and debates about the challenges and opportunities host cities face.

“The event also provides a fantastic opportunity for the world’s top industry contacts to network and build connections that foster collaboration and mutually beneficial partnerships – which is incredibly important too. So we are really looking forward to welcoming Host City delegates to Glasgow once again in December..”

Rob Dickson, Director of Industry and Events at VisitScotland, said: “The return of Host City to Glasgow and Scotland reinforces our reputation as a world-leading events destination. The conference and exhibition will provide the ideal platform for delegates from across the sport, cultural and business events landscape to come together and discuss the issues and trends facing the industry. With EventScotland continuing its support of Host City as Global Presenting Partner alongside Glasgow Life, we look forward to once again welcoming delegates from around the globe back to Glasgow this December.” 

[Source: IOC] Kirsty Coventry has been elected the 10th President of the International Olympic Committee.

The 41-year-old Zimbabwean was chosen in a secret ballot of seven candidates at the 144th IOC Session being held in Costa Navarino, Greece, on Thursday (20 March), for an eight-year term of office.

President-elect Coventry replaces outgoing President Thomas Bach, who was first elected in 2013 and re-elected in 2021. She received 49 votes in the first round, exactly the number required for a majority from the 97 votes cast.

She will be the first woman and the first African to serve as IOC President.

President-elect Coventry will assume office after the handover from President Bach on Olympic Day, 23 June. President Bach, who remains in the role until then, will also resign as an IOC Member after the transfer of power and will then assume the role of Honorary President.

"This is an extraordinary moment. As a nine-year-old girl I never thought I'd be standing up here one day, getting to give back to this incredible Movement of ours," President-elect Coventry told the Session in her acceptance speech.

"This is not just a huge honour but it is a reminder of my commitment to every single one of you that I will lead this organisation with so much pride, with the Values at the core. And I will make all of you very, very proud, and hopefully extremely confident in the decision that you have taken today. Now we've got some work together. This race was an incredible race and it made us better, made us a stronger Movement."

The President-elect will oversee the Olympic Winter Games Milano Cortina 2026 as her first Olympic Games, with under 11 months to go to the Opening Ceremony.

[Source: British Cycling] In a historic milestone, the world’s biggest bike races, the Tour de France and Tour de France Femmes avec Zwift, will both take place in the UK in 2027, marking the first time both the men’s and women’s Grand Départs will take place in the same country (outside France).

England, Scotland, and Wales are all set to host stages of this famous event in 2027, making it the largest free sporting spectacle in British history with millions expected to line the streets for the return of the Tour de France, and to witness the first ever staging of the Tour de France Femmes avec Zwift in the UK.

The men’s Tour de France will begin in Edinburgh, Scotland. Further route details for both the men’s and women’s 2027 Grand Départs will be announced in the Autumn, with the focus on maximising the opportunity to showcase Britain’s diverse landscapes alongside the nation’s enthusiasm for cycling and inspiring as many people as possible through the event.

As a key part of this, a landmark social impact programme will be delivered as part of the build-up to the 2027 Tour de France and Tour de France Femmes avec Zwift Grand Départs. The ambitious programme will deliver long-lasting benefits for thousands of people across the country by tackling inactivity, improving mental wellbeing, boosting economic growth and supporting communities to thrive.

The return of Tour de France to the UK is the result of an ambitious and collaborative effort from key partners, including British Cycling, UK Sport, UK Government, Scottish and Welsh Governments, and event stakeholders in a strategic win that will drive lasting benefits for the sport and everyone who rides a bike.

The last time the men’s Tour de France graced British shores was in 2014 when crowds of people cheered from the roadsides of Yorkshire and London for three unforgettable stages, following the race’s previous visit to the UK in 2007. With its return in 2027, the event offers an unparalleled opportunity to inspire a new generation of cycling fans and riders while boosting cycle tourism right across the country.

Christian Prudhomme, General Director, Tour de France, said: "The Tour de France and the UK share a rich history, and I am delighted to bring the Grand Départ to the country in 2027. Britain has always welcomed the Tour with enthusiasm and pride, and this collaboration across England, Scotland, and Wales promises to make the event even more special."

First Minister of Scotland, John Swinney, said: “It is a tremendous honour to welcome the Tour de France to Scotland. We know it is one of the most iconic and inspiring contests in sport, and that Scotland provides the perfect stage for major events. Hosting the Tour promises to be a unique opportunity to showcase our country to its many fans around the world as part of a timeline of incredible sporting events in Scotland from 2026 to 2028.”

First Minister of Wales, Eluned Morgan, said: “The Welsh stage of the 2027 UK Grand Depart promises to be a memorable experience for competitors and fans alike. Boasting stunning landscapes, warm and welcoming communities and an ever-growing fanbase of cycling enthusiasts, Wales will provide the ultimate challenge and a unique Welsh ‘Croeso’ for the world’s biggest cycle race.

“We will build on our successful track record of hosting road cycling events, ensuring the Tour De France has a positive and lasting impact on cycling in Wales, by showcasing Wales as a top international destination for cyclists and encouraging more people in Wales to get into cycling.”

Culture Secretary, Lisa Nandy, said: “The opportunity to host the Grand Departs of both the Men's and Women’s Tour de France will cement Britain's reputation as a destination for major international sporting events. This will stimulate growth, attract new visitors and leave a lasting legacy for athletes and fans alike.

“Staging the Tour de France Femmes in Britain for the first time will also be an historic occasion and inspire the next generation of female cyclists while supporting our mission of breaking down barriers for women and girls to get more involved in sport.”

Simon Morton, Director of Events at UK Sport said: “We set out to host the Tour de France and Tour de France Femmes because we believe that live sport is a fundamental part of our country’s social fabric, and that we should be hosting events that are accessible to people and communities across the country. This will be the biggest free spectator event ever hosted in the UK, offering the public front-row access to world class sport across villages, towns and cities. We can’t wait to share more details later in the year about this truly remarkable route.”

Jon Dutton OBE, CEO of British Cycling, said: "The return of the Tour de France Grand Départ to Britain is an exciting moment for cycling in the UK. Hosting both the men’s and women’s races together will be a first, and we believe it has the potential to inspire more people to discover the joy and benefits of cycling. This is not just about the race – it’s about creating a national moment that encourages healthier lifestyles, supports cycle tourism, and brings communities together."

To find out more information and keep up-to-date with the 2027 Grand Departs, please visit letourgb.com

As the International Olympic Committee (IOC) prepares to elect its next president, the seven candidates vying for the role have laid out their visions for the future of the Olympic Movement. While their manifestos cover a range of topics – including governance, sustainability, and athlete welfare – each candidate presents a unique perspective on how future host cities will be selected, supported, and shaped by their policies.

Here’s how the key proposals could impact cities bidding for and hosting the Olympic Games.

Lord Sebastian Coe: greater accountability for host cities

Coe introduces a bold governance reform: an initial four-year presidential term with a confidence vote for renewal. If implemented, this could create a more dynamic leadership approach that holds the IOC accountable to its promises – something host cities have long demanded.

His emphasis on modernising the Olympic brand and broadcasting strategies also suggests a stronger focus on ensuring host cities benefit from global media engagement, helping them maximise commercial and tourism opportunities.

Kirsty Coventry: athlete-centric host cities

Coventry’s manifesto prioritises athlete welfare, which could influence how host cities plan their venues, accommodations, and support services.

She also calls for leveraging AI and digital platforms to enhance engagement with younger audiences. For host cities, this could mean greater emphasis on interactive fan zones, esports integrations, and digital-first engagement strategies to make the Games more appealing to the next generation.

Johan Eliasch: sustainability and flexibility in hosting

Eliasch is the most radical when it comes to rethinking the structure of the Games. He proposes a rotational hosting model for the Winter Olympics, where specific cities or regions would repeatedly host the event. This would significantly reduce costs and environmental impact, making the Winter Games more accessible to cities that struggle with long-term infrastructure investments.

Additionally, his manifesto calls for a complete review of all sports and event formats to enhance their appeal to fans – potentially leading to changes that affect venue requirements and the commercial viability of hosting.

HRH Prince Feisal Al Hussein: a more inclusive bidding process

Prince Feisal emphasises modernising and democratising the Olympic bidding process. His proposal to raise the IOC membership age limit from 70 to 75 could allow for greater continuity in the Games’ strategic direction.

For host cities, a notable idea is the creation of an "Olympic Agenda 2036," which includes integrating cultural festivals into the Youth Olympic Games. This would encourage cities to rethink their event planning beyond just sporting venues, potentially making the Games a broader cultural and tourism initiative.

David Lappartient: more transparent selection and host representation

Lappartient focuses on governance reforms that could reshape how cities are chosen to host the Games. He proposes:

• Reducing the number of IOC commissions to streamline decision-making
• Hosting an Olympic Congress, where all stakeholders – including prospective host cities – can discuss the future of the Games
• Achieving gender parity within the IOC by 2036, potentially influencing the selection of host cities based on their commitment to gender equity in sport

His emphasis on broader participation in IOC decisions could make the host selection process more transparent and inclusive.

Juan Antonio Samaranch: restoring full member voting for hosts

Samaranch seeks to return Olympic host city selection to a full IOC membership vote, reversing recent changes that shifted the decision-making power to the Executive Board.

This would bring greater transparency and competition back to the bidding process. Cities bidding for future Games would need to engage more directly with the entire IOC membership rather than focusing on a smaller group of decision-makers.

Morinari Watanabe: a multi-host Olympic model

Watanabe presents the most dramatic change for host cities: a decentralised Olympic model, where the Games are hosted simultaneously across multiple continents. This approach aims to:

• Reduce the financial burden on a single host city
• Increase global participation
• Expand the commercial reach of the Games

If implemented, this would completely reshape how cities approach Olympic bidding and planning, moving from a single-city model to a shared responsibility between regions or nations.

what’s at stake for future host cities?

While all candidates recognise the need for sustainability, financial viability, and inclusivity, their approaches differ significantly. Some, like Samaranch and Lappartient, advocate for greater transparency in the bidding process, while others, like Eliasch and Watanabe, propose fundamental changes to how and where the Games are hosted.

For cities considering a bid, these manifestos highlight key questions:

• Will the host selection process become more democratic or remain streamlined under the Executive Board?
• Will future Games prioritise financial sustainability with rotational or multi-host models?
• How will digital and AI-driven engagement reshape expectations for host cities?

The next IOC president’s policies will shape not just the future of the Games, but also the cities that host them.

The hugely popular South Asian sport of kabaddi is making history from 17th to 23rd March as its World Cup comes to the West Midlands, UK – the first edition to take place outside Asia.

The South Asian sport’s journey to the global stage has been a long time in the making.

Ashok Das, President of World Kabaddi grew up in India before settling in the UK. “We started Kabaddi in the British Army, in universities, and dreamed of the big one: the World Cup. Today the dream is coming true, of hosting the first ever Kabaddi World Cup outside Asia, in the West Midlands,” he said.

The host region has invested from its Commonwealth Games legacy fund for the event.

“The Commonwealth Games was a launchpad for a golden decade of major events. We wanted to deliver events that have purpose and impact,” said Joel Lavery, Strategic Lead Major Sporting Events for the West Midlands Growth Company.

“We’re a region that is very diverse and we want to make sure that we host events that represent the communities that we want to celebrate and inspire.”

Kabaddi aims for the Games

The ultimate goal for many sports is to get on the programme of a major multi-sport event like the Olympic or Commonwealth Games, and kabaddi is no exception.

“Kabaddi is more than 4,000 years old, and we carry the dream of getting the sport into the Commonwealth and then the Olympic Games,” said Das.

The next Commonwealth Games takes place in Glasgow in 2026 with a streamlined and sustainable format.

“For us to do something positive in 2026 is very important,” said Prem Singh, CEO, British Kabaddi League and founder member of Scottish Kabaddi. “We’re hoping we can bring a little bit of vibrancy with hosting a kabaddi event at the Commonwealth Games, hopefully in partnership with 2026. If that’s not possible, we’ll still be doing something there and inviting teams from the Commonwealth.”

Global growth

The organisers hope this will be the first of many World Cups to take place in new regions. “We’re doing this World Cup to give confidence to other nations that they can also host major events and promote their own communities,” said Singh.

“It’s a giant step for kabaddi kind! We hope to inspire America, Canada and right across the world – that’s one of our major goals. And I wouldn’t be surprised if in next five years a major championship will go to the Arab world.”

World Kabaddi is also developing an East African kabaddi league and a European super league. “Our whole goal is about setting the scene for future development,” said Singh.

“China gave entry to kabaddi in the Asian games in 1992,” said Das. “We are getting more young people from China involved.”

“TV advert to the world”

The media coverage that a major international event brings is vital for hosts and rightsholders alike.

“The media abroad, and also western media, can help us to promote kabaddi across the community,” said Das.

The Pro Kabaddi League final in Pune had a TV audience of 250 million people. “Those numbers are mind-blowing compared to UK audiences,” said Lavery. “We want more people to know about the West Midlands, to visit the West Midlands – this is our TV advert to the world.”

The Paddy Power Kabaddi World Cup 2025  will be screened on BBC iPlayer, Olympic Channel, DD Sports and Willow TV, with talkSPORT and sponsor Paddy Power will also provide coverage.

“Paddy Power coming on board will be lifting kabaddi onto a different level,” said Das, highlighting the betting company’s investments in community programmes.

“It’s not just about the event; it’s about setting up infrastructure in schools, colleges and universities,” said Singh. “It’s going to inspire an awful lot of people and to be the catalyst to hoping that people from South Asian communities will take a greater interest in sport, physical activity and going to watch matches.”