Orlando will host the final stop on the road to LA28 when the Olympic Qualifier Series arrives in the city.
Insider Sport spoke to Jason Siegel, President and CEO of the Greater Orlando Sports Commission, about what won Orlando the bid and why hospitality lessons from this summer’s FIFA World Cup will impact how the city welcomes athletes and fans.
He also explains how hosting the Q-Series fits into its wider strategy, which could see Orlando host events like the Rugby World Cup or future Summer Olympic Games.
Read the full interview below.
What made Orlando’s bid successful and what will hosting the Olympic Qualifier Series mean for the city?
Orlando’s selection is a reflection of the strength of our community, our proven ability to deliver major events and the relationships we’ve built across the global sports landscape. As the most visited destination in the US, hosting is in our DNA. From international competitions and Olympic qualifying events to major cultural festivals and entertainment experiences, we have consistently demonstrated that Orlando has the venues, infrastructure, expertise and passion needed to create world-class experiences.
The Olympic Q-Series represents an incredible opportunity to showcase what makes Orlando unique. As the final stop on the road to LA28, we want to create a magical stage where athletes can perform at their best, fans can connect with these sports, and the Olympic Movement can engage new audiences.
Flag football, beach volleyball, climbing and park skateboarding each have a strong and growing presence across our community, and together they represent the youthful energy, urban culture and excitement that define the Olympic Q-Series. We’re proud to welcome world-class athletes to Orlando as they compete for their place at LA28, inspire the next generation and create a lasting impact in our community.
Is hosting the Olympic Qualifier Series primarily about delivering the event, or positioning Orlando for a bigger Olympic role?
First and foremost, our priority is delivering an exceptional event and outcome for the athletes, International and US Federations, the International Olympic Committee (IOC) and US Olympic and Paralympic Committee (USOPC), fans and every stakeholder involved. We understand the responsibility that comes with hosting the final stop of the Olympic Q-Series, and our focus is on creating a seamless, bold and unforgettable experience.
At the same time, every major event provides an opportunity to build for the future. The Olympic Q-Series allows us to continue strengthening our relationships across the Olympic Movement and demonstrate that Orlando is a trusted partner capable of hosting events at the highest level. We’re proud of our history of delivering international sporting events, and we’ll continue to look for opportunities that bring the world’s best athletes and events to our region.
As the final stop of the Series, is there an ambition for Orlando to deliver a memorable send-off on the road to LA28?
Absolutely. Being the final stop of the Olympic Q-Series gives Orlando a unique opportunity to play a role in an athlete’s journey to the Olympic Games. For many competitors, this will be where they secure their place at LA28, and we want to create an experience that celebrates that achievement. And for those who unfortunately don’t qualify, this is their Olympic moment, so we want to make it memorable.
Our ambition is to deliver an unforgettable experience for athletes and fans while showcasing what makes Orlando unique. We want competitors to leave with incredible memories, fans to feel connected to the Olympic journey, and the global sports community to see why Orlando is such a special place to host major events.
What lessons is Orlando taking from the challenges seen during this summer’s FIFA World Cup?
One of the biggest observations we took from this summer’s FIFA World Cup was a tremendous sense of national pride. We saw millions of visitors come to the US, many for the first time, and what struck me was how often their perception of America before they arrived didn’t match the experience they actually had once they were here. They encountered welcoming communities, incredible diversity and Americans who were genuinely excited to share their cities and their country with the world.
That reinforced something I believe very strongly: great hospitality can be a powerful form of diplomacy. Major international sporting events give us an opportunity to change perceptions and reinforce new perceptions one interaction at a time. The way we welcome an athlete, help a visiting family navigate our city, engage an international fan or simply make someone feel at home can leave an impression that lasts far beyond the event itself.
As Orlando prepares to welcome the world for the Olympic Q-Series, that’s a lesson we intend to carry forward. Of course, we’re studying the operational best practices and learnings around transportation, security, crowd movement and the overall fan journey. But our greatest opportunity is bigger than logistics. We want every athlete and visitor who comes to Orlando to leave saying: “They welcomed us. They made us feel at home. And we can’t wait to come back.”
That’s not only great hospitality, but it’s also significant diplomacy, and it’s one of the most powerful legacies international sport can create.
Has the World Cup increased the pressure on events like the Olympic Qualifier Series and LA28 to restore confidence in the US as a host?
I think the FIFA World Cup has been a fantastic showcase for why the US is a natural host for the world’s biggest sporting events. The FIFA World Cup brought together millions of international fans from around the world in an amazing celebration of sport. The successful hosting of these events gives us great confidence and inspiration to create long lasting memories for those fans who travel to join us in Orlando for the Olympic Q-Series in 2028. Moreover, it reinforces our belief that Orlando would be an ideal city to host matches for the 2031 FIFA Women’s World Cup and 2031 Men’s Rugby World Cup. Our sports-loving community would fill up Camping World Stadium and Inter.co Stadium and create an unforgettable atmosphere for everyone involved.
You’ve shown interest in hosting the Rugby World Cup. How do you decide which major events Orlando bids for, and what makes an opportunity the right fit?
It always starts with return on investment, which is part of a clear framework we use to check three critical boxes before making any bidding decision. Any event under consideration has to deliver a significant return by driving visitor numbers to our city, provide an opportunity for Visit Orlando and our regional destination marketing organisations to promote our destination globally, and, of course, provide a major sporting event for the residents of our community to enjoy. If we’re hitting all those criteria, then there’s a strong chance the opportunity is worth pursuing.
After the FIFA Club World Cup, the Olympic Qualifier Series and potential bids like the Rugby World Cup, is there a ‘dream event’ that the city is working towards?
I believe the State of Florida has what it takes to host the Summer Olympic Games. I wouldn’t rule out a bid for the 2040 or 2044 Summer Olympic Games. Those are the types of conversations we are having with state and local leaders. There are a lot of factors at play, but the Olympic Q-Series will be a fantastic opportunity for our community to raise the bar and demonstrate to the Olympic Movement what Orlando can deliver as an international sports destination and why we should be part of the conversation for future Olympic events.
