This book provides students and event managers with an insight into the strategic management of sports events of all scales and types, from international mega-events to community sport. Introducing key theory and best practice, it offers a practical, step- by-step guide to planning, organizing, managing and evaluating events.
Now in a fully revised and updated fourth edition, the book explains the importance of adopting a strategic approach, showing how to implement strategies that lead to successful outcomes over the short and the long term. It uses international case studies in every chapter, from the NBA and NFL to Formula 1 and the English Premier League, offering real-world insight into both larger and smaller events. In addition, woven throughout the book are a series of in-depth studies of several Olympic Games, the ultimate sporting event and an important point of reference for all practising and aspiring event managers. The book covers every key aspect of the sports event management process, including:
• sports organizations, such as the IOC, FIFA and World Athletics, and their interactions with event partners, the media and promoters
• short-term and long-term benefits of the planning process
• event impact and legacy
• operational functions, including finance, ticketing, transport, venues, IT, human resources and security
• marketing and communications, including social networking and new media
• the bidding process
• research and evaluation.
This new edition includes expanded coverage of digital and social media, the social impact of events, sustainability, security, entrepreneurship, employability, and much more. It is an essential text for any sports event course, and invaluable reading for any student or practitioner working in sport business, sport management, sport development, or event management.
The textbook is supported by useful online resources, including additional case studies and exam questions for each chapter.
Table of Contents
1 The Sports Event Industry
2 Event Organizations
3 The Sports Event Planning Process
4 Impacts and Legacies
5 Financial Planning and Control
6 Event Revenue Maximization
7 The Bidding Process
8 Event Implementation
9 Marketing Planning and Implementation
10 Innovative Communications
11 Sports Event Sponsorship
12 Research and Evaluation
Guy Masterman is a former international racquetball player and has worked in the sports and events industries for over 45 years. He has worked with several UK universities, New York University, Shanghai University of Sport and the Russian International Olympic University. His consultancy clients have included Coca-Cola, Chelsea FC, Team Scotland, and international bodies such as the ATP Tour and the International Stoke Mandeville Wheelchair Sports Federation. He has been a director of the governing bodies for English boxing, baseball and softball, the English Institute of Sport Sheffield, a Sport England partnership chair and sat on the 1985 World Games Organizing Board. His event work extends across all sectors and includes Euro ’96, Nabisco Masters Doubles and the promotion of concerts for Ray Charles, B.B. King and James Brown. His research work focuses on strategic event planning and legacies as well as marketing communications and, in particular, sports sponsorship.