FEATURE


Major sporting events present a unique opportunity for participating companies. But behind the scenes there’s meticulous planning and an extensive support infrastructure to ensure every guest’s experience is world-class.


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very major global sporting event is unique. Each has its own magic and brings its own challenges. For the world’s sports fans and media, they’re unmissable. For the host nation, they’re a chance to showcase the very best of their country. And for hosts and sponsors, these events are a special opportunity to entertain important clients in style, and to enhance their reputation on a world stage. But amid all the enthusiasm are some serious challenges, as Damian Taylor, International SOS’ Regional Security Director for Europe, the Middle East and Africa, explains. “With so much at stake, it’s important that everything goes smoothly”, he says. “Companies want their guests to have a great time that reflects well on their organization, and they want their employees and partners to stay healthy and safe.”


Perfect match Stefaan Van der Borght is the Director of Global Health Affairs at Heineken International, which sponsors the Union of European Football Associations (UEFA) and will


12 Hotline Issue 1, 2011


be a key sponsor of the upcoming games in London. “Sponsorship plays an important role in the continued growth of our brand”, he explains. “And the world’s most prestigious sporting competitions are a perfect match for Heineken.” To ensure all the risks were covered for May’s UEFA Champions League in London, Stefaan’s medical team collaborated with Heineken’s security team, the event organizers and International SOS. “For any event organized under our name, it’s critical to manage every health and security risk. And everywhere where you have large crowds of visitors, such risks are inevitable”, adds Stefaan. “So for every event, we assess the location, the guest list, and the services that already exist. Based on those three things we then look at what interventions we need across the spectrum.”


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