Paris has been named the world’s top sports city for the third year in a row, according to Burson’s annual study, published in Lausanne. The French capital maintained its lead after the success of the 2024 Olympic Games, while Los Angeles, New York, London and Madrid are in the next positions.
The list evaluates 100 cities worldwide based on their strong connection to sports, combining perception surveys from sports federation leaders, industry experts and over 1,000 sports media representatives, social media analysis, and for the first time, publicity measurements from international media.
The top ten for 2025, after Paris, are Los Angeles, New York, London, Madrid, Barcelona, ??Munich, Miami, Milan and Manchester. The ranking highlights that cities hosting the Olympic Games or other major sporting events benefit significantly, as seen in Milan’s rise ahead of the 2026 Winter Games, as well as the boost of cities such as Miami and Boston due to the FIFA World Cup and Olympic Games.
Women’s sports are now gaining particular importance, with cities such as Lyon entering the ranking thanks to the successes of their women’s football team, while Lausanne, Geneva and Zurich are expected to be boosted by the UEFA Women’s Euro and Women’s Tour de France. At the same time, cities with integrated sports ecosystems, such as Madrid and Lausanne, outperform those based on individual tournaments, leveraging their variety of sports activities throughout the year.
Technology and innovation, such as the use of AI and data-driven engagement, now play a decisive role in enhancing the international recognition of cities, as highlighted. In fact, Munich, through FC Bayern, and Madrid, through a partnership with Adobe, stand out for their digital initiatives.
It is worth noting that Greece does not appear in the top 100 of 2025, which highlights the need for more coherent strategies in sports tourism, leveraging international events and strengthening the sports identity of Greek cities.
According to Burson Switzerland CEO Greg Curchod, the global sports scene is constantly evolving, and the position of cities in the ranking now depends not only on the organization of mega-events but also on long-term strategy, the diversification of sports activities and the use of technology to enhance the image and engagement of citizens.
