TSC’s Major Events Director, Siân Jenkins chaired a panel discussion at SportsPro Live in London, joined by Sarah Massey – Managing Director of Rugby World Cup 2025, Guy Kinnings – CEO of European Tour Group and Kim Mejnert Frydensbjerg – Head of Events at Wonderful Copenhagen.

Jenkins opened up questions around what makes an unforgettable event, with RWC 2025 and the Ryder Cup as examples.

The panel discussed how rights holders and event organisers have to continuously adapt to meet audience and city needs, as well as the legacy and impact of major events, particularly the need to demonstrate a return on government investment.

Ryder Cup’s decision to go to less focused golf destinations and to more tourist focused places is a great example, and Kinnings spoke about the staging of the event in Rome last year. The shift in the overall fan experience – the compact course design for the crowds, the atmosphere in the main grandstand, and the elevated walkway amongst other changes.

World Rugby’s decision to change the operating and delivering model of Rugby World Cups means more risk, but could this equate to more reward? There was also a moment to appreciate the all female leadership team at Rugby World Cup 2025, and the importance of this to inspire a diverse industry workforce.

As we think about staging unforgettable events, it’s critical to think about the long lasting effect and the legacy these major and mega events leave behind, and Wonderful Copenhagen’s Kim Mejnert Frydensbjerg spoke about how to assess these aspects of major events, and how rights holders can give the data needed to make assessments.

Image credit: SportsPro