Paul Bush: The Power Of Sportaccord

Since its inception more than 20 years ago, SportAccord has established its reputation as a leading networking event at the heart of the global sports industry, drawing international federations and stakeholders to various locations throughout the world.

Returning to the UK this year after a 13-year hiatus, this year’s event will pitch camp in Birmingham for the first time for the World Sport & Business Summit 2024 from 7th to 11th April.

Indeed, this year’s instalment of the global sports industry event will present new opportunities for SportAccord’s partner organisations, such as EventScotland, which helped support last August’s inaugural UCI Cycling World Championships in Glasgow and across Scotland.

“Having the first SportAccord in the UK after a few years out and for the first time since 2011, is a great opportunity to further showcase the great work that has been done across the whole country on major events.”

For Paul Bush OBE, VisitScotland Director of Events, this year’s edition will present new opportunities for the roster of 1,500 delegates who will be visiting the West Midlands.

“Attending SportAccord has always been a priority for us no matter where it is held,” he said.

“Having the first SportAccord in the UK after a few years out and for the first time since 2011, is a great opportunity to further showcase the great work that has been done across the whole country on major events.

Reflecting on the main incentives that draw organisations to SportAccord, he continued, “The most important aspect for me is the opportunity to continue to build and maintain our positive relationships with rights-holders and international federations. 

“Understanding their ambitions for their event and showing how our experience and expertise in event delivery can help achieve those ambitions is crucial.”

EventScotland has been a mainstay throughout SportAccord events over the years. Their Silver partnership, which is now approaching its 15th year, has provided myriad networking opportunities with sports industry leaders from across the world.

Among the priorities for Bush is the chance to “showcase Scotland’s reputation as a world-leading events organisation” and to “deliver innovative and world-class major events.”

The theme for this year’s summit – the ‘Power of Sport’ – holds particular relevance for Bush. In summer 2023, Glasgow and Scotland hosted the first ever UCI Cycling World Championships, comprising 13 World Championship competitions. The event delivered a gross economic value of £205m, and drew in a million visitors, with 79% of Scottish visitors stating that they felt inspired to cycle more frequently on the back of the event.

Commenting on the broader impact of the event, Bush said, “The EY (Ernst & Young) study underlines that this event was about much more than eleven days of incredible performance, it delivered a variety of social, economic and environmental benefits, setting a benchmark for future editions and paving the way for positive longer-term change. 

“Therefore, all three figures are equally important in measuring the success of the Championships as each reflected our vision to deliver not only a fantastic event but to leave a lasting legacy for the country long after it has taken place. Events of this scale not only provide the opportunity to create memorable experiences, but they have the power to connect, inspire and transcend boundaries.”

“If your city or region harbour ambitions to host major sporting events or if you are looking to learn from others that are already doing it, then I urge you to attend SportAccord and benefit from the unique opportunities the summit presents.”

According to Bush, the connections made at SportAccord played a pivotal role in the organising of last year’s championships. 

He revealed, “Myself, other Scottish partners and UK Sport met with UCI President David Lappartient at SportAccord 2018 after learning of his vision to bring together all the cycling world championships into one mega event.  It was this initial discussion that led to Glasgow and Scotland hosting the biggest cycling event in history.”

For him, this speaks to the “power of SportAccord” to bring federations and decision-makers together with the common goal of learning how to stage successful sporting events.

He concluded in his own words: “If your city or region harbour ambitions to host major sporting events or if you are looking to learn from others that are already doing it, then I urge you to attend SportAccord and benefit from the unique opportunities the summit presents.”