Communications agency Burson Cohn & Wolfe (BCW) has been tasked to assist Olympic capital Lausanne in developing a "new sports event strategy" for the Swiss city.
Over the past 20 years, Lausanne has hosted many major international competitions, including World and European Championships and staged the Winter Youth Olympic Games in January.
But with the sporting landscape ever-changing due to the COVID-19 pandemic, the City of Lausanne and State of Vaud have appointed BCW to help develop a new strategic approach to hosting events.
Patrice Iseli, head of sport at the City of Lausanne, said they wanted to take a "fresh look on how events can best impact our city".
"Our hosting strategy over the last two decades has been very successful," said Iseli.
"But times are changing – and we now need a fresh look on how events can best impact our city and our people, in a way that is aligned with our social, economic and sustainability objectives.
"This is a more holistic way of approaching the legacy of sporting events, and we look forward to working alongside BCW to help us achieve our goals."
Nicolas Imhof, head of sport at the State of Vaud, added: "The recent edition of the Winter Youth Olympic Games have been another proof that when events are designed right from the beginning with wider objectives in mind, they can engage the population in ways that are unprecedented.
"We have learnt from that and this strategic approach will help us turn this experience into a new habit."
BCW said they would work alongside the state and city authorities to "deliver a comprehensive, strategic and yet practical tool for the future" of what they described as a "highly influential region in the world of international sport".
"We are delighted to have been appointed by the City of Lausanne and the State of Vaud to advise and assist them in the development of this new sports event strategy," said Lars Haue-Pedersen, managing director of BCW.
"For many years we have enjoyed a close collaboration with both city and state, and we now look forward to be contributing with our years of experience in how to optimise the outcome of their hosting of international sports events."