Having amassed considerable experience in event-hosting over recent years, Sport Event Denmark is well aware of the importance of a close collaboration with other stakeholders; especially the host city and the sport’s international federation.
“In terms of enhancing fan experience at the events, we concentrate on what makes sense for a given event, and we do build on the experiences gained previously,” Lundov said. “We set up expectations together with the international federation, and we design the fan experience accordingly.”
The festivities in the pipeline for events like UEFA Euro 2020, for example, will ensure a month-long celebration on the streets of Copenhagen, which will be one of the host cities for the pan-continental tournament. With the UEFA Festival in town, Denmark’s picturesque capital city will become a hub of arts, culture and music, all on the sidelines of the main event, the football.
Similarly, in 2021, the Grand Départ of cycling’s Tour de France will keep the festival wheels spinning, with the first three stages of the event taking place in Denmark. Meanwhile, in 2022, sailing’s Ocean Race will arrive in Aarhus, with a ‘Fly-By’ of the city by the fleet set to draw in tens of thousands of spectators following the success in the city of the final leg of the 2017-18 race.