2nd Edition
Managing Major Sports Events Theory and Practice
Managing Major Sports Events: Theory and Practice is a complete introduction to the principles and practical skills that underpin the running and hosting of major sports events, from initial bid to post-event legacy and sustainability.
Now in a fully revised and updated new edition, the book draws on the latest research from across multiple disciplines, explores real-world situations, and emphasises practical problem-solving skills. It covers every key area in the event management process, including:
• Bidding, leadership, and planning;
• Marketing and human resource management;
• Venues and ceremonies;
• Communications and technology (including social media);
• Functional area considerations (including sport, protocol, and event services);
• Security and risk management;
• Games-time considerations;
• Event wrap-up and evaluation;
• Legacy and sustainability.
This revised edition includes expanded coverage of cutting-edge topics such as digital media, culture, human resources, the volunteer workforce, readiness, security, and managing Games-time. Each chapter combines theory, practical decision-making exercises, and case studies of major sports events from around the world, helping students and practitioners alike to understand and prepare for the reality of executing major events on an international scale. Also new to this edition is an "Outlook, Trends, and Innovations" section in each chapter, plus "tips" from leading events professionals.
Managing Major Sports Events: Theory and Practice is an essential textbook for any course on sports event management or international sports management, and an invaluable resource for all sport management researchers, practitioners and policymakers.
Online resources include PowerPoint slides, multiple choice questions, essay questions, stories, and decision-making exercises.
1 Introduction: The World of Major Sports Events
Illustrative Case: How We Entered the Games World
Milena M. Parent’s Experience
Aurelia Ruetsch’s Experience
Why This Book at This Time and Why a Revised Edition?
What are Events, Sports Events, and Festivals?
Theories and Approaches used to Study Sports Events
The Sport Event Management World
The Lifecycle of a Sports Event
Overview of the Book
Further Reading
Relevant Websites
2 Why Bid for Sports Events?
Illustrative Case: Why would London, Paris or Los Angeles Bid for the Olympic Games?
The Theory behind Why Cities and Regions Bid for Events
It’s about perceptions – from residents, politicians and the media
It’s about planning for long-term legacies
Event portfolios
Stakeholders involved in bidding and hosting events
The Practitioner’s Perspective on Reasons to Bid for a Major Sports Event
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Medium and Small Sports Events Bids
Case Questions
Chapter Questions
Further Reading
Relevant Websites
3 How to Bid for an Event
Illustrative Case: Milano-Cortina versus Stockholm-Åre for the 2026 Olympic Winter Games Bid
The Theory behind Bidding for Events
The Practitioner’s Perspective on Bidding
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: A Great Bid with an OK Level of Communication Is Not a Good Bid
Case Questions
Chapter Questions
Further Reading
Relevant Websites
4 Leading and Setting Up an Organising Committee
Illustrative Case: The Leadership of the Invictus Games
The Theory behind Leading and Setting Up an Organising Committee
The Practitioner’s Perspective on Leading and Setting Up an Organising Committee
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Two Leadership Changes and Four Profiles
Case Questions
Chapter Questions
Further Reading
Relevant Websites
5 Planning Major Sports Events
Illustrative Case: The Impact of the IOC’s ‘New Norm’ on Olympic Hosts
The Theory behind Planning Major Sports Events
The Practitioner’s Perspective on Planning Major Sports Events
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: The Ripple Effect
Case Questions
Chapter Questions
Further Reading
Relevant Websites
6 Financing Major Sports Events
Illustrative Case: The Impact of a Recession on a Major Sports Event Depends on the Event’s Mode
The Theory behind Financing Major Sports Events
The Practitioner’s Perspective on Financing Major Sports Events
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Where to Allocate Limited Resources in Media Operations
Case Questions
Chapter Questions
Further Reading
Relevant Websites
7 Marketing, Sponsorship, and Look-Feel
Illustrative Case: Ambushing Major Sports Events
The Theory behind Marketing, Sponsorship, and Look-Feel
The Practitioner’s Perspective on Marketing, Sponsorship, and Look-Feel
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: The Rebranding of Canadian University Sport and its Events
Case Questions
Chapter Questions
Further Reading
Relevant Websites
8 Human Resources: Building High Functioning Organising Committees
Illustrative Case: Integration Can Cause Tensions
The Theory behind Human Resources Management (HRM)
The Practitioner’s Perspective on Workforce Management
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Major Sports Events: A Human Adventure
Case Questions
Chapter Questions
Further Reading
Relevant Websites
9 Volunteer Workforce
Illustrative Case: How Many People Does it Take to Host a Major Sports Event?
The Theory behind the Volunteer Workforce
The Practitioner’s Perspective on the Volunteer Workforce
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: How Being a Team Attaché Deconstructed My Understanding of Games Operations
Case Questions
Chapter Questions
Further Reading
Relevant Websites
10 Culture In-house, Outside, and All Around
Illustrative Case: Different Cultures, Different Ways of Organising Events
The Theory behind Culture
The Practitioner’s Perspective on Culture
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: The Impact of Cultural Differences on Volunteer Language Services
Case Questions
Chapter Questions
Further Reading
Relevant Websites
11 Stakeholder Relations and Protocol
Illustrative Case: Successful Organizing Committees Co-Opt Stakeholders
The Theory behind Stakeholder Relations and Protocol
The Practitioner’s Perspective on Stakeholder Relations and Protocol
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Balancing Protocol Norms with the Spirit of an Event
Case Questions
Chapter Questions
Further Reading
Relevant Websites
12 Communications and Media
Illustrative Case: Typhoon Hagibis
The Theory behind Communications
The Theory behind Media
The Practitioner’s Perspective on Media
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Why Care About the Media in Major Sports Events?
Case Questions
Chapter Questions
Further Reading
Relevant Websites
13 Digital and Social Media
Illustrative Case: The Changing Nature of the Major Sports Event Media Landscape
The Theory behind Digital and Social Media
The Practitioner’s Perspective on Digital and Social Media
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Think at least 5 Times before You Post
Case Questions
Chapter Questions
Further Reading
Relevant Websites
14 Technology
Illustrative Case: Football/Soccer’s Use of Cutting-edge Technology during its Events
The Theory behind Technology
The Practitioner’s Perspective on Technology
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Technology Incidents
Case Questions
Chapter Questions
Further Reading
Relevant Websites
15 Venues and Venuisation
Illustrative Case: Qatar Wins the Rights to the 2022 FIFA World Cup by Proposing Nine New Expensive Stadia
The Theory behind Venues and Venuisation
The Practitioner’s Perspective on Venues and Venuisation
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: The French Flow
Case Questions
Chapter Questions
Further Reading
Relevant Websites
16 Risk Management and Readiness
Illustrative Case: How One Virus Can Have a Major Impact on Major Sports Events
The Theory behind Risk Management and Readiness
The Practitioner’s Perspective on Risk Management and Readiness
Risk
Readiness
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Planning for the Human Factor
Case Questions
Chapter Questions
Further Reading
Relevant Websites
17 Security
Illustrative Case: The Major Security Incidents that Have Shaped How We Organize Major Sports Events
The Theory behind Security
The Practitioner’s Perspective on Security
Security needs
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Security here, there, everywhere… and not!
Case Questions
Chapter Questions
Further Reading
Relevant Websites
18 Ceremonies
Illustrative Case: The 2010 CWG Opening Ceremonies
The Theory behind Ceremonies
The Practitioner’s Perspective on Ceremonies
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: The Complexity of Medal Ceremonies
Case Questions
Chapter Questions
Further Reading
Relevant Websites
19 Games-time
Illustrative Case: Past Games-Time Mistakes at Wembley Stadium
The Theory behind Games-Time
Spectator attendance
Ticketing
The Practitioner’s Perspective on Games-Time
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Three Defining Games-Times Moments
Case Questions
Chapter Questions
Further Reading
Relevant Websites
20 Closure
Illustrative Case: A Multitude of Reports Due for Both the Organising Committee and Major Stakeholders
The Theory behind Closure
The Practitioner’s Perspective on Closure
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Evaluating the Human Legacy
Case Questions
Chapter Questions
Further Reading
Relevant Websites
21 Legacy and Sustainability
Illustrative Case: Revisiting Legacies of Past Olympic Games
The Theory behind Legacy and Sustainability
The Practitioner’s Perspective on Legacy and Sustainability
Outlook, Trends, and Innovations
Chapter Summary
Expert Case: Sustainability: Using the Carrot Instead of the Stick
Case Questions
Chapter Questions
Further Reading
Relevant Websites
Biography
Milena M. Parent is full professor in Sport (Event) Management in the School of Human Kinetics at the University of Ottawa, Canada. Internationally recognised for her research in the management and governance of major international sports events, she is a North American Society for Sport Management Research Fellow and former holder of a Government of Ontario Young Researcher Award. She also consults with governments, cities, and sport industry organisations on their governance, management, and sport event bidding and hosting.
Aurélia Ruetsch is a major sports events professional, consultant, and speaker with over 15 years’ experience across countries and continents. She specialises in project design, planning, and delivery and has accumulated a deep understanding of the inner workings of organising committees, stakeholder management, and client group relations. Aurélia is the director of International Relations for WorldSkills France, and part of the organising committee that will stage the global WorldSkills Competition 2023 in Lyon, France. She is also a board member for the newly formed Global Esports Federation based in Singapore.
'Having participated in Major Games from idea to bid, from selection through transition to organizing, and from organizing to delivery and legacy, I highly recommend this text to all those associated in any way with a major sport event who wish to inform themselves with regard to the entirety of the Games journey. For those contemplating the pursuit of a major sports event, the road ahead is laid out for you. And for those wishing to study the pursuit and hosting of major sports events, it’s all to be found in detail in this work.'
Michael Chambers, Maclaren Corlett, Canada
