Week 11: Sports Events Lecture Slides PDF

Instructor: Liza Urazova  Overview 1.Overview of the sports industry 2.The impact of Sporting Events 3.Managing Sporting Events 4.Sporting Events Marketing  Sporting Events Historical Overview Ancient origins Evidence of organized sporting competitions in ancient civilizati...

Instructor: Liza Urazova  Overview 1.Overview of the sports industry 2.The impact of Sporting Events 3.Managing Sporting Events 4.Sporting Events Marketing  Sporting Events Historical Overview Ancient origins Evidence of organized sporting competitions in ancient civilizations (Greece, China, Egypt) dating back over 2,000 years. Early Olympic Games in 776 BC as a testament to the enduring human fascination with athletic competition. Modern Development The 19th century saw the standardization of rules and the rise of professional sports. Key example: The first modern football game in 1860, Sheffield, England, showcasing early elements of modern sporting events (rules, competition, prizes, spectators). Growth of sporting events fueled by media coverage, sponsorship, and increasing public interest.  Size of Event Characteristics Example Restricted to local entrants. Usually well-established. Small-scale Local sponsorship and local media coverage. Costs covered by entrants and School sports day community donations Restricted to counties or states. Linked to a regional sports Regional organization. Sponsors with direct interest in sports. Media coverage Regional baseball tournament might include television Open to clubs/individuals in one country. Organized by a national sports National ice-skating National body. Sponsorship from a national brand. More media coverage championships Open to a number of countries. Cost to entrant influences international International Berlin Marathon involvement. Mainly national media coverage Participants from many countries. High-profile sponsors. Global media Global (Mega-event) Olympic Games coverage. Huge revenue potential  Modern Sporting Events industry What is a Sporting Event? A sporting event is an organised competition or exhibition involving physical skill, ranging from local marathons to international soccer matches. These events can aim to crown a champion, showcase a sport, raise money for a cause, and involve athletes, spectators, sponsors, and media, all requiring careful planning to ensure a successful and engaging experience. Sporting events can come in all sizes, from small local tournaments to massive international competitions like the Olympics. They can be individual sports, like a swimming race, or team sports, like a basketball game. Source:https://www.eventbookings.com/blog/sports-event-management/ Modern Sporting Events industry Revenue in the Sport Events market is projected to reach US$33.77bn in 2024. Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 2.95%, resulting in a projected market volume of US$37.94bn by 2028. In the Sport Events market, the number of users is expected to amount to 312.4m users by 2028. User penetration will be 3.9% in 2024 and is expected to hit 3.9% by 2028. The average revenue per user (ARPU) is expected to amount to US$110.90. In global comparison, most revenue will be generated in the United States (US$16,430.00m in 2024). With a projected rate of 17.1%, the user penetration in the Sport Events market is highest in Luxembourg. Source: https://www.statista.com/outlook/dmo/eservices/event -tickets/sport-events/worldwide  Sports Uniqueimpact of athletes as an influencers Industry Trends Shifting Commercial Model The Sports Events market consists of the sale of tickets for professional Common sporting events that are purchased Trends in via the Internet. Football, basketball, Fan data investment baseball and other ball sports, plus Sports motorsports including Formula 1 and Industry NASCAR, as well as golf, tennis, and similar sports, are included. The Generative AI market covers the sale of digital tickets with QR codes and the purchase of paper tickets that are bought online and posted to an New Model fo Mega Sporting address or are available at a physical Events collection point Source: 2024 sports industry outlook. Official wesite of Deloitte. https://www.deloitte.com/content/dam/assets - shared/docs/industries/technology-media-telecommunications/2024/gx-tmt-outlook-sports.pdf  The Impact of Sporting Events Sport is widely believed to have a positive impact on quality of life. Sport events are perceived as elements of a city’s destination attractiveness for tourists and residents. However, socio-cultural impact studies of sporting mega- events, although limited, indicate that there may be a variety of positive as well as negative impacts for the quality of life for residents of a sport mega-event host city. B.Knot, K.Swart. (2022). The impact of sport mega-events on the quality of life for host city residents: Reflections on the 2010 FIFA World Cup. https://www.researchgate.net/publication/280932770_The_impact_of_sport_mega-events_on_the_quality_of_life_for_host_city_residents_Reflections_on_the_2010_FIFA_World_Cup  Managing Sporting Events Develop a player-friendly event so that participants have a positive experience. They are more likely to come to the next event if they enjoy themselves. Think about the timing of the event and how this fits into the participants' timetables. Avoid clashing with a competitor's event. Consider whether the family and friends of the participant should be looked after, particularly if they are supported by a large number of people. These may be asked their opinion of the event and could well be influential. Organise a player-friendly party, either at the beginning or at the end of the event. This will add to the participants' experience and will influence how they view the event. Can they be given souvenirs or gifts, or at the very least photographs, as reminders of the event? Use contracts to protect the event and the participant. These can have incentives and bonuses built into them, and help to clear up misunderstandings. They might also have a clause that allows the event manager to withdraw a competitor should their behaviour away from the sport have a detrimental impact on the event. (Source: Adapted from Cousens et al. 2001)  Front Room: Back Room Circumstantial Atmosphere: Is the overall atmosphere appealing and enjoyable? Tradition: Is there a strong tradition of attending games for this sport or Social: Are people attending with friends or family, making it a social event? team? Food and drinks: Are there suitable food and beverage options available? Game timing: Does the game time (day or evening) suit potential attendees? Interest: Are attendees genuinely interested in the sport and the live action? Cleanliness: Is the venue clean and well-maintained? Seasonal preference: Do people prefer attending games at specific times of the Accessibility: How easy is it to get to the stadium? year? Stadium design: Is the stadium well-designed, comfortable, and easy to navigate? Team performance: Does the team have a good chance of winning? Have they Parking: Is parking convenient and affordable? been playing well recently? Pre-match entertainment: Is there entertainment before the event to build Television coverage: Is the game live on television, which might affect Competing events: Are there other games on television or other sporting events excitement? attendance? happening nearby? Off-field entertainment: Is there additional entertainment (e.g., music, activities) offered? Star players: Will star players be participating, increasing the appeal? Weather: Is the weather suitable for attending an outdoor event? Fan behavior: Is the atmosphere positive and are other fans well-behaved? Community support: Is there strong community support for the team? Team success: Has the team been historically successful? Music: Is there a band or music playing to enhance the atmosphere? Facilities for children: Are there amenities and activities for families with Special event: Is this a special game (e.g., rivalry, championship)? children? Opponent strength: Is the opposing team a strong competitor, making the game Seat quality: Are the seats comfortable and provide a good view? Transport: Is transportation to and from the event convenient and efficient? more appealing? In-class discussion "The World Nomad Games: Where Cultural Preservation Outweighs Economic Profit?" Event Project Stages Sporting Event Marketing Stakeholders involvement Legacy management Economic and Social Impact What are other outcomes?