"Uniting People" has been chosen to replace "Hosting Winners" which has been the organisation’s slogan since it was formed in 2008.

Sport Event Denmark is a Government-funded organisation which aims to develop and promote sport and attract and host major international sporting events.

"We have not changed our strategy," Sport Event Denmark chief executive Lars Lundov told insidethegames.

"We are still aiming for World and European Championships in a selected number of sports, for example sailing.

"After 15 years with our 'Hosting Winners' slogan, we have decided to get a new one called 'Uniting People' because we think it is more modern and embraces what we are doing and what major events can do - uniting people.

"'Uniting People' can refer to uniting fans from all over the world and the local people within the host city but also uniting the athletes from different countries.

"The old slogan is a still a good slogan because during a major event you need to celebrate the winners but in many people’s perspective they perhaps imagine hosting is just for those three persons on the podium but as you know events are much more than gold, silver and bronze."

Sport Event Denmark has played a pivotal role in helping the country win many bidding races for hosting rights over the past 15 years.

Danish city Aarhus is currently staging the latest stopover in The Ocean Race.

This year is also set to see Denmark host many events including the Karting European Championship, World Badminton Championships, Canoe Marathon World Championships and Women’s World Handball Championship.

Lundov claimed that The Ocean Race stopover, held between May 29 until tomorrow in Aarhus, was a "great example of uniting people".

"You have sailing going on and boats in the harbour but you have a lot of other things going on too," added Lundov.

"With this fantastic focus on sustainability, the environment and saving the ocean, it makes a great platform to showcase and tell people how to behave in the future.

"Sailing is very important for us in Denmark.

"We have a lot of coastline but also because we have this fantastic city in Aarhus.

"They have hosted a lot of major sailing events and this is the biggest of them all.

"This will definitely put Denmark on the sailing map."