The workshop was conducted by a data research agency and focused on how intelligent media and market research could help organisations generate better value for both existing and potential sponsors.

It was attended by representatives from forthcoming World University Games hosts Lucerne in 2021, and Lake Placid and Ekaterinburg in 2023.

"We think that the dual career aspect of FISU’s student athletes is a big asset," Fabienne Meyerhans, marketing and sponsorship director at Lucerne 2021, said.

"The whole concept of excellence in mind and body or that of creating future leaders is something that helps to convince sponsors.”

Lucerne 2021 is the last edition of the "Universiade" that will be known by that name, as future events will be called the World University Games.

"One of the strengths of the FISU World University Games is the demographic of those involved," said Lake Placid 2023 project director Ashley Walden.

"The age group – young students – is one that sponsors are interested in, so that is something we can leverage."

Workshop leader Kevin Engist backed up this point describing student athletes as "a modern, dynamic group that are unscathed and likeable".

One of the key issues Organising Committees discussed at the workshop was the fact that media values and market research were not relatable from one host city to another - for example the World University Games is not very well recognised in North America, but it is well-known in Russia.

"We can rely on the success of the Krasnoyarsk 2019 Winter Universiade," said Anna Kopenkina, director of international relations and cultural projects at Ekaterinburg 2023.

"We do not need to explain what the event is or its impact and can build on the legacies of Kazan in 2013 and Krasnoyarsk in 2019."