The Future Is Local, Legacy-First, and Wildly Ambitious

Some summits are about scale. Others are about spectacle. But this week in Lausanne, the Hosts & Federations Summit 2025 redefined what it means to host well - and what the next generation of sporting mega-events could look like when you combine grassroots ambition with geopolitical precision.

Over two days in Switzerland, amid glacial views and breakout sessions buzzing with city planners, sporting bodies, and disruptor federations, one thing was abundantly clear: the future of hosting is no longer the privilege of the elite few. It belongs to the brave many.

From Olympic execs touting AI-enhanced legacies to federations representing lesser-known sports like mixed martial arts or jump rope, the conversation has shifted. Hosting is no longer just a bid. It's a brand. A bold promise to leave behind something better than what arrived.

Here are five standout themes and voices that captured the real pulse of the summit:

1️⃣A Community Shouldn’t Serve an Event - the Event Should Serve the Community🏅

— Christophe Dubi, Executive Director, International Olympic Committee (IOC)

When Christophe Dubi talks legacy, you listen. At the Summit’s opening keynote, he painted a vivid picture: children in a disadvantaged district of Paris singing their own Olympic anthem. No lighting rigs, no PR cameras. Just pure, local joy.

"It wasn’t about ceremonies or venues," Dubi told me. "It was about joy, identity, and local pride."

His message was simple and cutting: hosting must stop being a showreel for cities and start being a service to communities. The Paris 2024 Olympics, with its 220 million euro net economic impact in Marseille and inclusive volunteer programs, exemplifies this new approach.

Under his stewardship, the IOC is actively rewriting the playbook. Bid processes are cheaper and more open than ever. AI is being embedded into planning - from venue reuse to transport optimisation. And the door is open for new hosts: including African nations who may now have a seat at the table.

"We're not asking cities if they have the hotels. We're asking them: What's your 2040 vision?"

2️⃣ Maybe We Shouldn’t Do What Everyone Else Does🚨

— Densign White, CEO, International Mixed Martial Arts Federation (IMMAF)

Densign White is a fighter. Not just by background, but in the way he thinks. Representing one of the fastest-growing amateur sports in the world, White's IMMAF is punching well above its weight in terms of credibility, visibility, and sheer scale.

"We're at 140 federations in 12 years," he said. "We've got kids choosing MMA over traditional martial arts."

And the IMMAF isn’t interested in imitation. Medal ceremonies are staged inside the cage. The federation livestreams everything through its own platform. And their insistence on medical checks, refereeing standards, and athlete welfare is unmatched in most amateur sports.

"People think it's expensive to compete with us," White said, "but what we provide - brain scans, anti-doping, paramedics - makes us the gold standard."

White’s key challenge remains recognition. Without official sanctioning, rogue organisations exploit the sport with low standards and little oversight. Yet his optimism is infectious. From viral events in Angola (9 million views) to partnerships in Nepal and Malaysia, the IMMAF is carving its own lane.

"We want to unify the MMA world. Not with noise - with governance."

3️⃣ Lillehammer 2027: Turning Tradition into Festival❄️

— Daniel Nordby, Marketing & Communication Manager at Lillehammer Olympiapark

As hosts of the upcoming 2027 IBSF Bobsleigh & Skeleton World Championships, Lillehammer Olympiapark is approaching the event with more than just a world-class sporting mindset. They’re reframing the championships as a cornerstone of Lillehammer’s 200-year anniversary—a chance to celebrate the town’s identity through what they call a “Sliding Festival.”

🎉 The concept? A winter celebration built around sledding heritage, infused with high-speed competition, cultural performances, interactive programming, and inclusive family-friendly entertainment. It’s designed not only to thrill sports fans but to activate the wider region—businesses, schools, tourists, and the community at large.

🌍 Sustainability and community activation remain central to their strategy. As legacy venues adapt to meet global standards and expectations, Lillehammer’s focus is refreshingly human: building shared, meaningful experiences that echo far beyond race day. For them, legacy isn’t just what you build—it’s who you bring with you.

🤝 When asked about the role of in-person events like The Hosts & Federations Summit, the answer was clear: “They’re invaluable. Face-to-face engagement sparks partnerships and builds trust in a way that virtual formats simply can’t.”

🏟️ And if you only remember one thing about Lillehammer Olympiapark? “We’re a living, evolving legacy—where sport, learning, and community come together all year round.”

4️⃣If You Want to Talk About a Climate Issue, We’ll Race There⚡

— James Taylor, Chief Championship Officer, FIA Extreme E World Cup

James Taylor’s job might sound like the future - because it is. Extreme E, the world’s first hydrogen-powered off-road racing series, is rewriting the relationship between motorsport, technology, and climate awareness.

Taylor’s teams race hydrogen SUVs in deserts, snowfields, and coastal communities. Each destination gets more than a race: a legacy project. From sea turtle restoration in Saudi Arabia to wildfire warning systems in Sardinia, sustainability isn’t a buzzword. It’s a product feature.

Extreme E is also gender-equal by design: each team features one male and one female driver. And here's the kicker - in some sectors, women are now clocking faster lap times. "That's the question no one asks. The women are now faster in places. That should be news."

Taylor hinted at new destinations: Finland, Australasia, even Antarctica. And as hydrogen and AI evolve, he wants to lead the sport toward safer, smarter, and more inclusive futures.

5️⃣We’re a Small Country. We Need to Be Here🌲

— Jani Backman, Project Director, Sport Event Management Finland

Finland may not dominate global headlines, but when it comes to climate-conscious hosting, they’re quietly leading. Jani Backman, representing Finnish host cities including Lahti — a European Green Capital — brought a simple message: sustainability is native to us.

"Everything we do is based on sustainability. It’s not a bolt-on. It’s in our DNA."

Finland is betting big on outdoor sports and nature-first events. With unique landscapes and increasing digital capabilities, the country is well-positioned for next-gen events that prize connection over scale.

"We’re not always known internationally, so a summit like this is our window to the world."

6️⃣The Moment You Step Off the Plane, We Want You to Feel It🌍

— Terry Hasseltine, President, Maryland Sports Commission

Terry Hasseltine has helped transform Maryland into one of the U.S.’s most compelling sporting destinations, generating over $1.7B in economic impact. But it’s not just about cash flow.

Hasseltine champions initiatives like "Football for Peace" and "Let’s Play," designed to embed sports in local identity and improve access for under-served communities. His leadership has turned the state into a living case study of sports diplomacy done right.

"We’re not just recruiting events. We’re building ecosystems."

At the summit, Hasseltine stood out as a voice for values-based hosting - where the playbook is written not by what you can extract from a community, but by what you can give.

🔹Also Worth Noting:

Helen Helliwell, CEO of Invictus Games Birmingham 2027, offered a powerful blueprint for inclusive event design. From a one-campus setup at the NEC to new sports like pickleball, laser run, and eSports, Helen is pioneering a model of Games delivery that prioritises accessibility, student engagement, and neurodiverse inclusion. "We're really looking at social impact before the games and beyond."

Enda Connolly of World Rugby shared insights into preparations for the 2025 Women’s Rugby World Cup. Her focus? Getting the little things right: logistics, fan experiences, team support. "Our job is to give teams everything they need - and nothing that gets in the way."

Eleana Luethi from Two Circles emphasized the rise of AI and personalised fan data in driving next-gen engagement. "Don’t chase trends. Know your fans, and meet them where they are."

Melissa Soobratty (Professional Squash Association) and James Dobbs (Story10/SNTV) brought media and commercial clarity to the role of storytelling and year-round content strategy: “Live rights aren’t enough anymore. You need personality, story, relevance.”

Adrien de Cheveigné and Sarah Butler brought focus to data quality and fan segmentation as critical pillars for rights holders.

And yes, Shaun Hamilton of the International Jump Rope Union and Yani Backman from Finland reminded us that small sports and small countries can deliver massive engagement when done with purpose.

💡 Final Word: What’s the Real Business of Hosting?

In Lausanne, the message was loud and clear: Hosting is no longer just about size. It’s about soul. Whether you're staging a mega-event or a grassroots debut, the new success metric is clear: What did you leave behind? Who did you bring with you?

As the summit drew to a close, it became obvious that the future of global events lies not in pageantry but in precision. The winners will be those who plan long, listen deep, and lead differently.

And if the names and ideas exchanged in Lausanne are anything to go by, the race is well and truly on.

Noah Gershon is Head of Sports Coverage at ClickZ Media. Follow his reporting from global sports summits and events across the year.