IWGA CEO gave a lecture during IF Forum of SportAccord
Think differently – communicate differently
LAUSANNE (05/11/2013). 
During the IF Forum organized by SportAccord in Lausanne, Joachim Gossow, CEO of the International World Games Association, gave a talk on “multi-cultural multi-sports”. He pointed out that organizing multi-sport events in different cultures throughout the world presents variety, opportunities and challenges. His well received lecture entered on the question: What are some of the issues to consider when bringing new sports to new markets?
In front of representatives of the international sports federations, the CEO expressed his experiences with the local and national partners in the preparation process and during The World Games 2013 in Cali, Colombia. The World Games of non-Olympic sports, which took place from 25 July to 4 August, where held on the South American continent for the first time.
With regard to the best approach of successfully caring out events across different cultures, Gossow pointed out the recognition of different customs and behaviours as a crucial point. This includes adapting the way one communicates to the cultural realities. This means: Think differently – communicate differently.
Furthermore, the CEO of the IWGA informed his audience about the opportunities that come with a multisport-event, one of them being the possibility to promote new sports to new markets. The key lies in putting together a programme containing both well-known sports and so far rather unknown sports.