7 Steps to Managing a Sports Event

by frank-stuart
21MAY

If you’re studying to become a sports event manager or planner, it can be daunting to know where to start to plan your sporting event. There are many things to consider and contemplate, so we’ve compiled 6 simple steps to sport event success.

1. Create a plan

The first step to managing a sports event is to write down your goals and objectives about what you want to achieve. Consider these questions when writing your plan:

  • What type of event are you organising? (sports carnival, gala dinner, fundraiser)
  • What is the purpose of the event and why are you organising it?
  • What is the budget?
  • How many people will you need to help organise the event?
  • How will you promote and publicise the event?
  • Will you need sponsors?
  • What venue will you use? Will this require contracts, permits, insurance?
  • Do you need speakers? Entertainment?
  • Will you need volunteers? How many?

Mapping out the event at the start will ensure you’re prepared for the big day. But make sure you have a contingency plan and leave room for flexibility in case something goes wrong.

2. Set a budget

Determine the prospective cost of the event and create a budget. Things to consider when setting a budget include cost of venue, presenters, promotion, catering, transportation and accommodation. Ensure you stick to the budget that you set

3. Establish sponsorship and partnerships

Sporting events are usually easy to find sponsors and partners for, so reach out to organisation who might participate in the event and help reduce cost. Look to corporate sponsors, community organisations or local businesses who, aside from helping to fund the event, can help with staffing, providing venues, offering prizes and promotion.

4. Teamwork

Just like playing any sport, running a sports event smoothly requires putting together a successful team. Identify key people you will need to ensure your event is a success including any speakers, entertainment, sponsors, publicity, volunteers and venue manager. Delegate tasks and share responsibilities – make sure everyone is doing their bit.

5. Pick the perfect date

Sometimes the date of an event can be pre-set, which involves you working to a schedule. If it’s a new event, though, make sure you select a date that:

  • Gives you plenty of planning. Depending on the event, about 4-6 months is ideal, though some events might need to happen faster
  • Doesn’t clash with any major holidays
  • Is agreed upon by all people partaking

6. Market your event

Even if you have the perfect event, without marketing it right, you probably won’t get the results you want. Come up with an exciting theme or campaign to get people excited about attending the sports event and use traditional media, websites and social media sites to market it. Get your partners, supporters and other organisations involved to help spread the word.

7. Get feedback

Ask for valuable feedback from your attendees to measure the success of your sporting event. You can take it into account for future sports events you are asked to organise.

Keep in mind…

Planning events can have drawbacks, so be prepared for things that might go wrong. Make sure you have a back-up plan and keep calm and collected, instead of stressing out when things do go wrong.

Interested in managing sports events? Check out the Sports Business degree at ACPE, which will set you up for a sport event management career.

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