The European Games Istanbul 2027 was the focus of discussions at ISPO Munich on Monday, with the EOC participating in three key sessions examining the future of European sport and multisport events.
EOC CEO Dr Jan Lehmann joined Andreas Aristodemou, Director of Olympics at the European Broadcasting Union, to discuss the strategic importance of multisport events for broadcasters and audiences, examining how the European Games can maintain relevance in an increasingly crowded calendar while providing crucial Olympic qualification opportunities for athletes.
A dedicated session on Istanbul 2027 brought together representatives from the Local Organising Committee to explore how the city is preparing to transform the European Games into a long-term legacy project. Discussions centred on cultural storytelling, city branding and creating sustainable urban value beyond the two-week competition period as they look to host further multisport events.
The conference also examined how European sport can build on momentum from the Olympic Games Paris 2024, with Olympians and marketing experts exploring ways to maintain enthusiasm for Olympic values and keep athletes visible as role models across the continent.
EOC CEO Dr Jan Lehmann said: “Following the signing of the Host Country Agreement with Türkiye, these discussions at ISPO Munich demonstrate the growing commercial and broadcast momentum around Istanbul 2027.”
“The European Games represent a unique opportunity for broadcasters and brands, and we continue building an attractive long-term product and offering together with our partners like EBU and PACE.”
“These conversations with key stakeholders in Munich show the strong appetite to work together in making Istanbul 2027 a landmark edition in the further development of the European Games.”
The discussions took place as part of ESB SPORT MARKE MEDIEN 2025, held during ISPO Munich, bringing together leaders from sports federations, leagues, events and broadcasting.
