Securing host cities for Laver Cup
Commercial
The Brief
The Laver Cup, an elite tennis tournament honoring legend Rod Laver, showcases top players in a unique team format. TSC was engaged by Laver Cup to shape its event proposition and strategically identify host cities for the 2023, 2024, 2025, and 2026 editions, enhancing its global appeal and impact.
The Solution
TSC enhanced existing offerings and created a new suite of sales collateral. We designed and implemented a structured host city procurement process, attracting interest from over 60 global cities. The goal was to appoint two host cities in Europe and two in the Rest of the World across the available years.
Working closely with preferred candidate bidders, TSC supported Laver Cup leadership in evaluating and refining bids. This comprehensive process led to the selection of Vancouver (2023), Berlin (2024), and San Francisco (2025), with the 2026 host city to be announced. The host selection process significantly increased public sector investment and support, elevating the profile and impact of the event.
