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Strategic Sports Event Management: an International Strategic Sports Event Management The Hospitality, Leisure and Tourism Series Butterworth-Heinemann’s Hospitality, Leisure and Tourism series of books is aimed at both academic courses and management development programmes. The series represents a planned and targeted approach to the subject and the portfolio of titles provide texts that match management development needs through various stages from introductory to advanced. The series gives priority to the publication of practical and stimulating books that are recog- nised as being of consistent high quality. The Series Editor Professor Conrad Lashley is Professor of Leisure Retailing, Centre for Leisure Retailing at Nottingham Business School, UK. His research interests have largely been concerned with service quality management, and specifically employee empowerment in service delivery. He works closely with several major industry organisations including the British Institute of Innkeeping, Scottish and Newcastle Retail and McDonald’s Restaurants Limited. Strategic Sports Event Management An International Approach Guy Masterman AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Elsevier Butterworth-Heinemann Linacre House, Jordan hill, Oxford OX2 8DP 200 Wheelers Road, Burlington, MA 01803 First published 2004 Copyright © 2004, Guy Masterman. All rights reserved The right of Guy Masterman to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1998 No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1998 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (ϩ44) (0) 1865 843830; fax: (ϩ44) (0) 1865 853333; e-mail: [email protected]. You may also complete your request on-line via the Elsevier homepage (http://www.elsevier.com), by selecting ‘Customer Support’ and then ‘Obtaining Permissions’ British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN 0 7506 5983 1 For information on all Elsevier Butterworth-Heinemann publications visit our web site at http://books.elsevier.com Typeset by Charon Tec Pvt. Ltd, Chennai, India Printed and bounded in Great Britain Contents List of figures and tables ix List of Event management boxes xi List of Case studies xiii Glossary of terms xv Acknowledgements xix An introduction 1 1 The sports events industry 7 Introduction 8 Historical perspective 8 Importance of sports events 11 Scale of the industry 13 Structures 17 Participants 21 The discipline of event management 23 Event managers 24 The future 24 Summary 25 Questions 26 References 26 2 Event organizations 28 Introduction 29 International sport 29 Event owners and organizers 39 Summary 42 Questions 43 References 43 3 The sports event planning process 45 Introduction 46 A new approach to the event planning process 47 Staged process 48 Summary 63 Questions 64 References 64 v GGGGG Contents 4 Impacts and legacies 67 Introduction 68 Land regeneration 69 Facilities and services 70 Social regeneration 73 Political development 74 Cultural development 76 Sports development 77 Environmental development 78 Economic development 79 Tourism 80 Summary 84 Questions 85 References 85 5 Financial planning and control 89 Introduction 90 Event feasibility 90 Financial planning 90 Budgeting 92 Financial control 96 Financial risk management 98 Summary 99 Questions 99 Recommended reading 100 6 Event revenue maximization 101 Introduction 102 Revenue planning 102 Summary 115 Questions 116 References 116 7 The bidding process 118 Introduction 119 The bid process 119 The Olympic Games bidding process 121 Key bid components and criteria 125 Losing bids/winning strategies 130 Summary 132 Questions 132 References 133 8 Event implementation 135 Introduction 136 Event implementation 136 Long-term planning 144 Summary 146 Questions 146 References 146 GGGGG vi Contents 9 Marketing planning and implementation 148 Introduction 149 Marketing planning 149 Organizational and event goals 150 Internal and external analyses 150 Marketing goals 155 Market selection 155 The marketing strategy 158 Organization and implementation 163 Control 164 Summary 165 Questions 165 References 165 10 Innovative communications 167 Introduction 168 Section 1: Integrated marketing 168 communications Section 2: Communications toolkit 173 Public relations 173 Personal media 180 Interactive media 183 Mass media 185 Summary 188 Questions 188 References 188 11 Sports event sponsorship 191 Introduction 192 A historical perspective 193 Sports event sponsorship programmes 193 Strategic process 204 Ambushing 213 Ethical and moral issues 214 Summary 216 Questions 216 References 216 12 Research and evaluation 219 Introduction 220 The evaluation process 220 Phase One – Pre-event research 222 Phase Two – Iterative evaluation 223 Phase Three – Post-event evaluation 225 Reporting 234 Summary 235 Questions 236 References 236 Index 239 vii GGGGG This page intentionally left blank List of figures and tables Figures 1.1 A definition for events 16 3.1 The event planning process 48 8.1 A critical path – Nabisco Masters Doubles 142 10.1 Hierarchy of effects 169 10.2 Communications plan 170 10.3 The IMC process 171 10.4 The role of PR 173 10.5 PR equity 179 11.1 Solus sponsorship structure 196 11.2 Tiered sponsorship structure 196 11.3 Flat sponsorship structure 198 Tables 1.1 The modern Olympic Games 10 2.1 Winter and Summer Olympic Games 35 7.1 Recent successful Olympic bidding cities: indicating 130 previous bidding history by each city or cities from the same country 7.2 2012 Olympic bidding cities: indicating previous 131 Olympic hosting and bidding history 11.1 Event sponsorship evaluation methods 213 ix GGGGG This page intentionally left blank List of Event management boxes 3.1 The event planning process – in progression 49 8.1 Event Project management 143 9.1 Marketing planning: MkIS 152 11.1 Event audits 209 12.1 Multiplier analysis 231 xi GGGGG This page intentionally left blank List of Case studies 1.1 Event competition formats 18 2.1 International sports structures: football 31 2.2 International and national governing bodies: the growth of Racquetball 32 2.3 Major sports events 37 4.1 Physical legacies: surfing sector 73 4.2 Event economic impact: Sheffield 81 4.3 Event economic impact: 2002 82 Commonwealth Games 4.4 Event economic impact: an international 82 perspective 5.1 Financial management: Sydney 95 Olympics, 2000 6.1 Web site income generation: 49ers.com 112 6.2 Revenue maximization: the Olympic 114 Marketing Programme 7.1 USA Track and Field: bidding guideline 124 10.1 Innovative communications: the 172 Dallas Mavericks 11.1 Event sponsorship programme: 197 Nabisco Masters Doubles 11.2 Event sponsorship programme: 199 the FA partners 11.3 Event sponsorship programme: 202 the Alamo Bowl 11.4 Event sponsorship programme: Credit 203 Suisse First Boston Hong Kong Sevens xiii GGGGG List of case studies 12.1 Event evaluation: Transfer of 221 Olympic Knowledge 12.2 Event evaluation: Sheffield Event Unit 224 12.3 Impact analysis methodologies: 2002 231 Commonwealth Games 12.4 Impact analysis methodologies: case studies 233 GGGGG xiv Glossary of terms AELTC All England Lawn Tennis Club, owners of the Wimbledon Tennis Championships AFC African Football Confederation AFL American Football League After-use The continued use of legacies after the event has ended After-users The organizations that manage after use ANOCA Association of National Olympic Committees of Africa ATP Association of Tennis Professionals, organizers of the men’s tennis professional tour AUS $ Australian dollar BERL Business and Economic Research Ltd BOC British Olympic Committee BOCOG Beijing Organizing Committee for the Olympic Games BRA British Racketball Association, NGB of British racketball BSA British Surfing Association, NGB for British surfing BUSF British Universities Sports Federation BWSF British Wheelchair Sports Federation, the NGB for British wheelchair sport CAF Confederation Africaine de Football CAN $ Canadian dollar CONCACAF Confederation of North, Central Americas and Caribbean Association Football CONMEBOL Confederation Sudamericana de Football CRM Customer Relationship Management, marketing technique DM German Deutschmark EAC Equivalent advertising costs, advertising evaluation technique xv GGGGG Glossary of terms ECT Estimated completion time (project management) EOC European Olympic Committees E-tail Retail operations via web sites FA Football Association, NGB for football in England FIA Federation Internationale de L’Automobile, IGB for motor sport FIBA International Basketball Federation, the IGB for basketball FIFA Federation Internationale de Football Association, the IGB for football FINA Federation
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