Lausanne-based TSE Consulting, who specialise in providing communications counsel to key sporting organisations and those bidding for major events, will now operate under the Burton-Marsteller name from as re-branded headquarters building opposite the railway station. 

Burson-Marsteller had been looking to increase its sporting portfolio and officially acquired a majority stake in TSE Consulting in February of last year.

TSE Consulting managing director Lars Haue-Pedersen will lead the Burson-Marsteller Sport unit.

It will be comprised of a team of consultants from TSE Consulting combined with sport experts from various Burson-Marsteller offices.

"This is a very exciting move forward for all of us coming from TSE Consulting," Haue-Pedersen said.

"I am convinced that the combined forces of our deep expertise in sport and the global reach of Burson-Marsteller’s strategic communication services will create a powerful impact for both current and prospective clients.

"We want to help host cities show the local population about the benefits of sporting events.

"It needs a new packaging not focusing only on short-term economic factors but on longer-term benefits.  

"Making sure referendums can be successful will definitely be part of this."

Burson-Marsteller Europe, Middle East and Africa chief executive Ramiro Prudencio hopes that the combination of sporting expertise with their global network around the world will bring greater benefits to potential host cities.

"We appreciate that public opinion is not a global game but a local one," he told insidethegames.

"We will utilise our network of 77 local offices along the sport-specific experience brought by TSE Consulting."

TSE Consulting have already provided assistance to Sion's bid for the 2026 Winter Olympic and Paralympic Games and hope to continue this partnership.

They also hope to continue working with International Federations to help with rebranding exercises as well as to help solve governance challenges.

"The sports world is facing issues of transparency and accountability in which they have to manage the expectations of their stakeholders," Prudencio added.

"We have a profound and deep understanding of similar issues in the corporate world and will use this experience."