The Sports Consultancy launches new AI-enabled platform

Article posted by Coliseum, July 2^nd, 2026

Image: The Sports Consultancy

The Sports Consultancy (TSC) has launched EventAIQ, a new AI-enabled platform designed to help organisations measure, compare and optimise the impact of events, programmes and infrastructure assets.

TSC, the Riyadh-headquartered sports management consultancy, said the new platform sits within the wider TSC Impact offer, which supports rights-holders, governments, major events, venues and cultural institutions in proving, understanding and improving the value they create across economic, social, media and environmental outcomes.

EventAIQ has been developed for organisations that need impact evidence to do more than explain what happened after delivery.

It is designed to support clearer decisions, helping teams bring together complex data, generate reports, model scenarios and track performance across a wider portfolio.

That makes it a more scalable and commercially useful complement to traditional one-off impact studies.

At its core, EventAIQ is about helping organisations move from fragmented reporting towards more consistent impact intelligence.

The platform is intended to support the full event lifecycle, including pre-event forecasting, scenario modelling, post-event reporting, portfolio comparison and long-term optimisation.

It also helps organisations compare performance across events, programmes and assets in a more structured way, rather than assessing each project in isolation.

EventAIQ brings together elements of TSC’s multi-dimensional impact framework, covering: economic impact; social impact; reputational impact; commercial impact; environmental impact.

Organisations are under more pressure to show value clearly, compare performance across a wider portfolio and make stronger decisions earlier.

For rights-holders, governments, destinations, venues and cultural institutions, that means needing evidence that is more consistent, more practical and easier to use.

EventAIQ is designed to support that shift, with relevance across rights-holders, governments, destinations, international federations, venues, programme operators, cultural institutions and Middle East markets.

The platform also builds on TSC’s broader methodology and sector experience. EventAIQ is designed as a structured, data-led platform that helps organisations justify and defend investment, optimise portfolios, benchmark performance, shape future events before they happen and move beyond economic impact alone.

The methodology underneath it is aligned to recognised global frameworks and is designed to support robust, decision-useful analysis rather than surface-level reporting.

EventAIQ is part of a wider TSC growth story that combines specialist advisory expertise with scalable data and product capability.

TSC’s current strategy positions impact and related product development as key growth areas, with EventAIQ intended to extend TSC’s advisory strengths rather than replace them.

For organisations managing events, programmes or infrastructure assets, the value of EventAIQ is not only in measuring impact. It is in using that intelligence earlier, more consistently and more strategically.

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