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SportS EvEnt ManagEMEnt:

The UlTimaTe indUsTry GUide


Lead Author Will Glendinning

ExecutiveSummary
Introduction Sportseventshaveevolvedfromthepolitegatheringsoftheearlytwentiethcenturytobecome majorventuresintheirownright.Leavingasidemegaevents:theOlympicSummerandWinter Games,FIFAWorldCupandUEFAEuroevents,therearealargenumberofmidlevelevents requiringinvestmentofmoneyandexpertiseandinvolvinglargenumbersofpeople. Itisfororganisersoftheseeventsthatthisreporthasbeenwritten.Theyarerequiredtobeexperts inalargenumberofdisciplinesandtobringoffashowonaspecificdatewithnosecondchances. Theyhaveahugenumberofstakeholdersdependingonthemfromsportsfederationsandathletes tosponsors,broadcasters,crowdsandnotforgettingthecommunityhostingtheevent. Theyhavetocontendwithmovingfinancialgoalposts,pressscrutinyandabewilderingnumberof movingpartstokeepaneyeon.Theywilloftenneedtorecruitandleadalargeteamor,possibly moredifficult,selectanexternalproviderwhowilldelivertheeventontheirbehalf.Theywilloften havetopledgelargesumsofmoneyorpromiseareturntorightsholdersagainstuncertain outcomesonlysomeofwhichareintheircontrol. Finallyeventorganisersfaceanincreasingpossibilitythattheireventwillbedisruptedbyscandalor terrorturningtheirhardworktodustovernight. Itisthebestjobintheworldandonewhichsomepeopleputthemselvesthroughwillinglyagainand again.But,attimesitisathanklessandlonelytaskwiththeeventorganiserinthepositionof whippingboybeingattackedfromallsides. Thisreportwillnotgivealltheanswers,butitwillprovideasympatheticandpracticalguidetosome ofthemainissuesthatwilloccupymostorganisers.Ithasbeenwrittenbymanywithpersonal experienceofthestressesandstrains;thehighsandthelows.

PartOne:GettingitRightfromtheStart
Manyoftheproblemsthateventorganisersfacelateonintheprocessofdeliveringtheshowhave theirrootsbackattheinceptionandearlystagesofeventplanning.So,itiswithoutapologythatwe devotepartonetotheprocessesofsettingthingsuptoensureagreaterlikelihoodofsuccess. Todothatwefirstsetoutatypologyofeventsanddealwithsomedefinitions.Oneofthe frustrationsoftenvoicedbyprofessionalsinthisfieldconcernstheconstantreinventionofwhat shouldbynowbestandardprocesses.Therearedifferencesbetweenevents,buttheyareoftenfar fewerthanmostorganisersrealise. Partoftheproblemstemsfromanabsenceofstandardterminologywithwhichtodescribeactivities androlesandweholdoutsomepossiblewaysthiscanbetackled.

TheEvolutionandProjectJourneyofanEvent Althoughorganiserswilloftenthinkoftheireventasunique,itislikelytofollowaprettystandard journeywhichmanyhavetravelledbefore.Wheretheideaorimpetusforaneventcomesfrom tendstosetitonatrackwhichhasadisproportionateimpactonitsprogress. WedemonstrateapragmaticapproachtotreatingalltypesofeventfromPRactivity,toapure sportingoccasioninasimilarway.Thisapproachresultsinfewerhostagestofortuneandagreater possibilitythataneventwillmeetexpectations. Sportseventsareoftensuboptimaleitherintermsofhowmuchtheycostorwhattheydeliver. Eventpotentialisthusmissedandmanyofthoseinvolvedareleftruingwhatmighthavebeen.A disciplinedandorderedapproachtotheearlystagesaremuchmorelikelytoleadtoasuccesson everyonesterms. Feasibility,DevelopmentandPlanning Oftenastagewhichisskipped,feasibilityidentifiestheessentialriskandsuccessfactorsforanevent andasksalotofthevitalquestions.Effectivefeasibilityiscarriedoutbeforelargesumsandlotsof politicalcapitaliscommittedandwillalwaysresultinabetterplan. Althoughnotalltheinformationisknownatthefeasibilitystage,mostcostelementsandtherange ofvarianceslikelytobeexperiencedcanbecalculated.Thisenablesorganiserstosetabudgetand contingencyfundandensurethemoneyistheretogettheprojectofftheground. Developmentandplanningisacombinationofcreativeandverypracticaltaskswhichsetoutthe routemapforallofthoseinvolvedtofollow.Whetherthesearepeopledirectlyemployedbythe organisingcommitteeorbytherangeofexternaldeliverypartnersthatarelikelytobepartofthe event,eachwillneedtobeclearonthepurposeandplanfortheiractivity.Thisenablestheright teamoragenciestobeselectedandparameterssetastohowtheywillallworktogether. Thereisnostandardapproachtoplanningbutthereareafewdifferentwaysthatmanywith experiencehavefoundtobesuccessful.Wepresentthesewaysofthinkingaboutstructure, relationshipsandcontractstogettheeventofftoaflyingstart. TheWinningTeam Thepeopleandorganisationsinvolvedinalargescaleeventmultiplywiththeamountsofmoney involvedandthedifferentoutcomesrequired. Theeventorganiserhastoasmuchdiplomatasdictator;tobedecisiveandinclusive.Weexamine firsttheroleoftheleaderandtheskillsandstylethatsitbestwiththisimportantrole.

Sittingbelowtheleaderwillbetheimmediateteamchargedwiththedelivery.Wherethisteam comesfromandhowtheyaremanagedcanmeanthedifferencebetweensmoothrunningsuccess andanacrimoniousfailure. Hoveringaroundtheedgeswillbethepaymastersandthepoliticians,thecommercialpartnersand thecommunity,thesportingauthoritiesandthesuppliers.Coheringthesestakeholdersarounda commonpurposeisadifficultchallenge.However,itisallworthwhiletogetagreementandmake progressandcontributesoverwhelminglytoapositivelegacy. ProcurementandContracting Howeverwellmanagedrelationshipsaretheprocessofselectingandsecuringtheservicesof suppliersisatechnicalone.Thisistheareawherethelargestproportionoftheeventorganisers budgetwillbespentsohasthemostpotentialtoderailordeliverythebudgetedevent. Judgingatwhatpointtobringinexternalprovidersisnotastraightforwarddecision.Outsourcinga projectentirelyislikelytobemoreexpensiveonthefaceofit,butblunderingaroundwithan inexperiencedinhouseteamislikelytocostmoreoverallbothinbudgetandtime. Inevitably,supplierswillneedtobecontractedatsomestageandsomekindoftenderprocesswill normallyberequired.Thereareseveralwaysofensuringthebestsupplierisselectedandthebest valueobtainedandwereviewthemhere. Legal Thelawtouchesmajoreventsinsomanywaysthatthisisavitalchapter.Whilstnotadvocating immediaterecoursetolawyersthissectiondoesdemonstratethelegalimplicationsofthemany decisionseventorganisersmake. Thisstartswithunderstandingthelegalstatusoftheeventitselfandfeedsthroughtomanyofthe othercommercialarrangements.Weexaminethelegalbasisofagreementswithrightsholders, athletesandteams,sponsors,broadcastersandsupplierstoofferclearpracticaladviceonwhatto expect. Finallyweexaminetheareaofriskandoffersomewaysinwhichthelawcanhelpreduceifnotthe risksthemselves,thenatleasttheconsequences.

Parttwo:OptimisingMajorEventRevenues
Foreventorganisers,oneofthebiggestheadachesandareasofuncertaintymaybearoundmoney. Wherepartonelookedatwaystokeepcostsundercontrol,parttwocoversthemajorrevenue streamsandhowtooptimisethem.

DevelopingaMediaRightsStrategy Formanysportsthemoneyfrombroadcastersfortherighttoshowtelevisionfootageoftheir eventshasbecomeaverysignificantincomestream.Forthisreasonmanywillhavelongstanding arrangementswithbroadcasterswhichcovereventsoverseveraliterations. Thisisnotalwaysthecaseandmanyeventorganiserswillhavethediscretionandindeedbe expectedtomakelocalarrangementsfordeliverytotelevisionaudience.Thisis,ofcourse,vitalto rightsholderswhowanttodriveinterestintheireventsandtosponsorswhoseinvestmentis therebymultiplied. Thissectionprovidessomeguidelinesonhowtotakeastrategicapproachtomediarightsandlooks indepthatcaseexamplesfromtheIAAF,UEFAandtheEnglishFootballAssociation. Sponsorship Sponsorshipisanotherarewhereglobalrightsmayalreadyhavebeensoldbyrightsholdersbutitis likelythateventorganiserswillhavetheopportunitytoraisemoneyfromtheirdomesticbrands. Thissectionprovidesaclear,eightstepapproachtogettingthemostoutofthisopportunity.We followapathfrompackaginguprightstoidentifyingandapproachingsponsors,negotiatingwinwin dealsanddeliveringwhatsponsorsrequire. Eventorganiserswillbeexpectedtoworkwithbothlocalandglobalsponsorsandthiscanoften requiresaspecificteaminitself.Finally,everyonewillwanttoknowwhattheresultswereandwe offersomeadviceonevaluatingtheeffectivenessoftheprogramme. TicketingandHospitality Someofthemostimportantdecisionsaneventorganiserwilltakewillbearoundticketsales.Priced toolowandvitalmoneywillbelost,pricedtoohighandthetakeupamongthelocalcommunitywill fallshortleadingtoembarrassinglyemptyvenues. Havingsetpricesandcreatedpackagestosuitallexpectedvisitors,eventorganiserswillneedto considerwhethertosellticketsdirectlyorsharetheloadwithaticketingagency.And,oncetickets aresoldtheywillneedtolookatthesecondarymarketasthatiswherethehottestticketsmayend up. Manyrightsholdersandsponsorswillhaveanallocationofpremiumseatsbutthatshouldnotrule outthepossibilityofsellinghospitalitypackages.Thissectionreviewshowthismarkethaschanged, offersadviceonwhatconstitutesanattractiveVIPproductandhowthesecanbesold. LicensingandMerchandising

Beyondtheticketitself,manyfansvaluethechancetodemonstratetheirallegianceduringthe event.Flags,scarves,hats,shirtsandevenhornsbuildatmosphereinthestadiumandprovidea significantincomestream. Fanswilloftenpurchaseotherprogrammes,souvenirsandothermemorabiliaoftheirexperience andeventbrandedgoodscanbeawayforalocalcommunitytoshowtheirsupportforaneventina practicalway. Thissectionlooksatthedifferentincomestreamsfrommerchandisedgoodscanbeexploitedand thewayseventorganiserscanuselogosandmascotstogeneraterevenues.

Partthree:EventDeliveryandMeasurement
Iftheplanningandpreparationaredonewellandtherevenuestreamsaresecure,thenevent deliveryshouldproceedwithoutahitch.Astheclockticksdowntotheevent,however,thereisless timetodealwiththeinevitablechallengesastheyarise. RecruitingandManagingVolunteers Volunteersareacommonpartofmostmajorgamesandmanyeventorganiserswillseethisasvery positivething.Usingvolunteerswillnotnecessarilybelowercostbutitwillengagethecommunity, deliverapositivewelcometovisitorsandcontributetotheallimportantlegacy. Asuccessfulvolunteerprogrammewillnotjusthappen.Usingvolunteersneedstobetakenas seriouslyasanyothercomponent.Carefulplanning,recruitment,trainingandcommunicationcan ensurebothvolunteersandvisitorshaveagreatexperience. WetakeacaseexamplefromtheMelbourneCommonwealthGamestoshowhowasuccessful programmecanworkinpractice. EventMediaManagement Themediacanbeablessingandacursebutnoeventorganisercanoperatewithoutgivingthemfull consideration.Managedwell,themediacanhelpbuildanarrativearoundaneventandgenerate theexcitementneededtodeliverselloutcrowds.Iftheyareabusedtheywillreportnegativelyand thiskindofcoveragecancastadarkshadowovertheevent. Mediaaccommodationisoneofthefinejudgementsthatorganisershavetomake.Overspecifying thepresscentrewillbeacostlywasteofmoneybutcrampedandinadequateaccommodationwill inevitablyresultinsuboptimalresults. Thissectionshowshowtoengagepositivelywiththemediaandtogivethemwhattheyneedtodo theirjobeffectively.Welookataccreditation,practicalfacilities,accessandinformationthatthe presswillneedinthiseraof24/7digitalreporting.

SafetyandSecurity Theinstancesofmajorsportingeventsbeingtargetedbyterroristshavemultipliedtomakethisarea aseriousconcernforeventorganisers.Awarenessofpotentialproblemshasalsoledtoboth athletesandaudiencestothinktwicebeforecommittingtoattend.Allgroupsinvolvedneedtoknow thatsecurityisbeingmanagedeffectively. Infact,thefarbiggerriskintermsoflikelihoodisoneofsafety.Largecrowdsunfamiliarwiththeir surroundingsneedtobemanagedtoensureeventspassoffwithoutincident. Noteveryriskcanbeeliminatedbutmostcanbereduced,transferredormitigatedagainstleading tofarfewersleeplessnightsforeventorganisers. Sustainability Everyhumanactivityhasanenvironmentalimpactbutthehighprofileandsomewhattransient natureofsportseventsputsthequestionofsustainabilityhighinthemindsofcommentatorsand activists. Bettereventmanagementwillallowformorereuseofequipmentandapermanentlyusedlegacy. Approachesthroughoutthesupplychainofpreparationformajoreventsandparticularlyduring proceedingscanalsoreduceoverallwasteandemissions. Theprofileofmajoreventsalsogivesanopportunityforrightsholders,organisersandsponsorsto influencethehabitsoflargenumbersofpeople.Howthesemessagesarecommunicatedalso requirescarefulthoughttoavoidpublicfatigueandaccusationsofgreenwashing. MeasurementandEvaluation Itisonlyonceaneventisoverthatafinalassessmentofitsvaluecanbearrivedat.Manybudget itemswillnotbefullyknownuntilalatestageandsomelegacydeliverableswillnotbeapparentfor monthsorevenyears. Mostorganiserswilltrytoputasinglefigureoneconomicimpactbutthisisfarfrombeinga straightforwardtask.Evenforsimplemeasuressuchasvisitors,hotelroomsandspendingtheywill needtoconsiderwhethernewmoneywasbroughtinfromoutsidethecommunityandtheeffectof thosewhowouldotherwisehavevisitedbutwereputoffbytheprospectofcrowds. Therearealsoarangeofsoftermeasureswhichareimportantfortheeventorganiserandhisteam, therightsholderandfutureeventhostsandthecommercialpartnersofevents.

AuthorProfile
LeadAuthor,WillGlendinning: WillGlendinninghasworkedintheeventindustryforover15years.Hebeganhiscareerat Imagination;oneofthemostrespecteddesignandeventcompaniesintheworldandworkedon projectsrangingfrominternationalroadshows,throughtoPanEuropeancarlaunchesandtwoof themainsponsorpavilionsinsidetheMillenniumDomeinGreenwich,London.Healsoworkedand consultedonprojectsforUEFA,ATHOC,TOROCandDAGOC. WillthenjoinedInnovisioninLondon.AstheirManagingDirector,hesawthecompanythrougha periodofrapidgrowthandledactivityfortheRoyalNavy,theECBandwonthecontracttomanage anddeliverLeGrandDpart;whenLondonandKenthostedthestartoftheTourdeFrancein2007. WillledthiseventonbehalfofTransportforLondon:oneofthelargestandmostcomplexevents theUKhaseverstaged. WillthenfoundedAlliumOpus(andTheAlliumGroup),whichoffersindependentandimpartial eventmanagementandconsultancy,projectmanagementandfeasibilityanddevelopmentservices toorganisationsandeventownersinboththepublicandprivatesectorsaroundtheglobe.Allium recentlyledtheWorldChampionshipSeriesTriathlononbehalfofUpsolut,andisworkingwith, amongstothers,theDepartmentofCultureMediaandSport(UKGovernment)andUKSport. ContributingAuthors: KevinRoberts,EditorialDirector,SportBusinessGroup AndyStevens,Authorof: MaximisingRevenuefromTicketingandCRM, SustainableSportand SportsSecurityandSafety:EvolvingStrategiesforaChangingWorld allpublishedbySportBusinessGroup FrankDunne,SeniorContributor,SportBusinessInternationalTVSportsMarkets DavidBecker,BALLB,HeadofLegal,InternationalCricketCouncil PhilipSavage,PublishingDirector,SportBusinessGroup

Acknowledgements
Theauthorwouldliketothankthefollowingindividualsandorganisationsfortheircontributionsto andassistanceinthepreparationofthisreport: StaceyAllaster,President,SonyEricssonWTATour JustineBailey,LogisticsDirector,Innovision JeffBurke,Director,ESGroup, PaulBush,CEOEventScotland LuisCarulla,MarketingManager,IAAF AdamComey,President,MountainSportsInternational DaveCrump,BusinessDevelopmentDirector,AvescoGroup JacobErol,DirectorofNationalAssociations,UEFA SimonGerrard,ProjectManager,CRedUniversityofEastAnglia JonathanGregory,MarketingandCommercialDirector,WembleyStadium JackGroh,Director,EnvironmentProgram,NFL MickHickford,HeadofSpecialProjects,TransportforLondon DavidHornby,CommercialDirector,VisitLondon TomJohnson,EventBrandManager,ECB PaulKeating,Director,DeltaSound PatrickLoy,EventsforLondonManager,GreaterLondonAuthority TimoLumme,DirectorofTelevisionandMarketing,IOC SimonMorton,SeniorEventsConsultant,UKSport JeffProtheroe,ProjectManager,CapitaSymonds NigelRushman,CEO,Rushmans ProfessorSimonShibli,SportIndustryResearchCentre,SheffieldHallamUniversity JeremySummers,Partner,SKSportandEntertainment BenVickery,Principal,HOK DavidZolkwer,DirectorofPublicEvents,JackMortonWorldwide

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