UNIT –I

What is Sports Event Management?

Sports event management refers to the planning and organization involved in executing
sports-related events and activities. It encompasses the time before the sports event, the event
itself, and the documentation and processing after. Some tasks involved here include venue
selection, logistics, budgeting, marketing, security, and recordkeeping.

How to Plan for a Sports Event

Not all sports events are the same, but the method of planning for one is similar for many.
The steps are as follows:
#1: Define the event goals and identify your audience
Sports events managers should begin the planning process by identifying their goals and
audience. They must first decide on the type of event, whether it’s a competition, social
gathering, or marketing opportunity. After, they should consider what their audience would
want and in what format.
#2: Establish a team and a budget
Depending on the stakeholders involved, a sports event manager will then have a working
team to help with sports event management. Together, they will calculate the expenses such
as venue rental, equipment, marketing, staff, prizes, and any other costs associated with the
event.
Tools such as sports event management software can facilitate a seamless planning
experience with the help of checklists, analytics, and integrations.
#3: Select date and venue
Sports events managers and their teams must then choose their ideal date for their event while
allowing ample time for planning and promotion. They must consider other sporting events
that may coincide with their planned events because this can impact fan turnout and sales.
The ideal venue for any sporting event should be one that has enough seats, parking,
restrooms, and emergency exits in case of emergencies. They must be safe, accessible, and
large enough to accommodate participants and spectators.
#4: Obtain the necessary permits
With a set venue and budget, the sports event management team will then move on to
securing the necessary permits to proceed with the event. This involves coordinating with the
sports club or association’s legal teams, the local government where the event will be held,
and the legal teams of sponsors and stakeholders.
This process can be streamlined with help from an operations platform with cloud storage so
all documents and checklists are easily accessible, ensuring compliance with legal
requirements.
#5: Plan and promote
Once all the necessary documents and permits have been accomplished, the sports event
management team can begin properly planning for the rest of the event. With cooperation
from stakeholders, they will create a comprehensive plan that outlines all the logistical details
of the event while considering information such as the:
 event schedule;
 competition format;
 participant registration process;
 equipment requirements;
 transportation;
 medical services; and
  security measures.
Included in the planning process is developing the right marketing strategy to promote the
event. The team will work to create awareness and generate interest in the sports event
through social media, websites, local media, posters, and word-of-mouth to reach their target
audience. Training the staff who will be working with the team is also included here.
#6: Execute the sports event
With all marketing plans and event procedures finalized, it’s time to proceed with carrying
out the sports event. This can take weeks or months to complete, depending on the scale of
the event.
Every process should be recorded for safety, compliance, and documentation for future
events. Part of this stage is preparing the right technology to assist with the event
day registration procedures, communications, food and beverage concessionaires, equipment
management, and employee tracking.
#7: Assess the sports event
After the sports event is held and executed, the sports event management team will come
together with their stakeholders to discuss wins, losses, and points for improvement. Findings
from this discussion should be documented and stored in the cloud for future reference.

Scope of Sports Event Management

Sports Analyst
Sports analysts play a pivotal role in the modern sports ecosystem. With an emphasis on data
analytics, these professionals dissect and interpret performance statistics, offering valuable
insights to coaches, players, and management. In India, the demand for sports analysts is on
the rise as teams and organizations seek a competitive edge through data-driven decision-
making. As technology continues to advance, sports analysts will be at the forefront of
harnessing data to optimize player performance, strategize game plans, and enhance overall
team efficiency.

Sports Marketing Manager

The growing popularity of sports in India has attracted significant investments from corporate
entities. Sports marketing managers are instrumental in leveraging this interest to build and
promote sports brands. From sponsorship deals to advertising campaigns, these professionals
create strategies to enhance brand visibility, engage fans, and drive revenue. The scope for
sports marketing managers in India is immense, with the potential to tap into the nation’s
passion for cricket, football, kabaddi, and other sports.

Sports Agent
Sports Agents are responsible for representing athletes to federations and teams. On behalf of
the athlete, the agents arrange partnerships with the leagues or corporations. Also, they deal
with their financial matters. Sports agents endorse athletes to various organizations and clubs.
The role of sports agents in India is evolving, with a focus on not only securing lucrative
contracts but also nurturing talent and guiding athletes towards long-term success. As more
Indian athletes gain global recognition, the demand for skilled sports agents is expected to
grow exponentially.

Sports Event Manager

The rise of professional sports leagues and international events in India has created a demand
for proficient sports event managers. These professionals are responsible for planning,
organizing, and executing sporting events that captivate audiences. From logistics and venue
management to marketing and ticketing, sports event managers ensure the seamless execution
of tournaments, contributing to the overall growth of the sports industry.

Sports Administrators
Behind every successful sports organization is a team of dedicated sports administrators. In
India, sports administrators are responsible for overseeing the governance and regulatory
aspects of sports bodies. This includes managing finances, formulating policies, and ensuring
adherence to ethical standards. The scope for sports administrators in India is expanding,
driven by the need for transparent and efficient management in sports federations and
associations.

Roles And Responsibilities Of An Event Manager

 Planning and design: Event managers create comprehensive plans to cover every
aspect of the event by discussing the objectives, budget, timeline and target audience.
They also collaborate with vendors to develop a theme, design promotional materials
and set the overall tone of the event.
 Venue selection and management: Event managers research and select appropriate
venues while ensuring it meets the organiser's requirements. They also coordinate
with the venue management team to arrange necessary facilities, such as parking,
security and catering.
 Supplier and vendor management: Event managers negotiate with suppliers and
vendors to source additional services for the event. They manage contracts, monitor
performance and ensure that suppliers and vendors deliver quality products and
services within the agreed budget and timeline.
 Budget management: One of the primary responsibilities of an event manager is to
create and manage the event budget. They allocate funds to various aspects of the
event, monitor expenses and ensure that the event remains within its allocated budget.
 Risk management: Event managers identify potential risks associated with the event
and develop strategies to mitigate them. They implement safety measures, create
contingency plans and ensure compliance with legal, health and safety regulations.
 Marketing and promotion: To attract the target audience, event managers create and
implement marketing strategies. They use various promotional channels, such as
social media, email marketing and print advertising, to raise awareness about the
event and encourage attendance.
 Registration and ticketing: Event managers oversee the registration and ticketing
process, ensuring it is efficient and user-friendly. They manage online registration
systems, track ticket sales and regularly update organisers about registration numbers
and revenue.
 Event execution: On the event day, event managers coordinate all aspects of the
event, ensuring that it runs smoothly and according to plan. They manage the event
team, oversee setting up the event, troubleshoot any issues that arise and ensure that
the event meets its objectives.
 Post-event evaluation: Event managers collect feedback from attendees, organisers
and team members after the event. They analyse this feedback to evaluate the event's
success and identify areas for improvement in future events.
 Documentation and reporting: Event managers maintain detailed records of event
activities, budgets and performance metrics. They prepare comprehensive reports to
share with organisers, providing valuable insights into the event's success and areas
for future growth.