Last week, Radha Balani, our Expert Partner for Strategy & Leadership, was on stage at Soccerex. Here are her reflections…

Whilst in Miami, the excitement – not only for FIFA WC 2026, but for other major events the country is hosting in the next decade, including LA28 Olympic and Paralympic Games, Men’s and Women’s Rugby World Cups, the FIFA Women’s World Cup in 2031 – was palpable.

There is no doubt hosting major events is more complex than ever before – they also present a far greater opportunity to countries and cities that can pull it off it successfully.

Hosting rights are no longer guaranteed for cities with big venues and large budgets. The competition has changed, and so have the rules. FIFA now demands human rights action plans; and the IOC expects sustainability embedded in urban planning. Fans, funders, and voters have moved past headline financial stats. Cities that can’t show credible, lasting value across social, environmental, and cultural pillars, are falling behind.

The bid book now starts with holistic impact – before, during, and after any event. Building engagement and excitement in the run up to the event, joy and pride during it, and long term economic, community, and environmental impact from it.

In a landscape where Gulf states and newly wealthy host cities can outspend the competition, mature markets must win on substance with clear purpose, credible data, and public trust, because financial muscle alone is no longer enough.

At Think Beyond, we’ve taken a new approach to evaluating that impact and giving cities the tools they need to shape their future bids and the delivery thereafter. For example, the Greater London Authority’s impact-led methodology – developed in partnership with Think Beyond – highlights the economic and wider cultural impact major sporting events are having in the city. London’s approach will support future investment and bring more major sports events to the city.

That is the opportunity in front of every U.S. host city. The next decade of sport won’t be won by those with the biggest venues or budgets but by the cities bold enough to build impact into everything they host.”

If you’re bidding for an event, thinking it about it, or want to evaluate what you’ve already done, drop Radha a line on radha.balani@thinkbeyond.consulting.