Preface xi
Acknowledgments xv
Introduction 1
The Power of Sports Event Marketing 1
The Evolution of Sports Event Marketing 3
The Sports Event Golden Rule—Understanding Stakeholders’ Objectives (U.S.O.) 4
Current Trends in Sports Event Management and Marketing 6
Play 1 Defining and Developing Objectives, Strategies, and Tactics 9
Introduction 10
The P-A-P-E-R Test 11
Sports Events as Business Solutions 19
Post-play Analysis 20
Coach’s Clipboard 20
Play 2 Identifying Costs 21
Introduction 21
Facility Costs 22
Player- and Game-Related Expenses 27
Event Operations Expenses 28
Marketing and Promotion Expenses 29
Sponsor Fulfillment Expenses 31
Guest Management and Hospitality Expenses 32
Event Presentation Expenses 32
Capital Investment and Amortization 33
Miscellaneous Expenses and Contingency Allowances 34
Reforecasts 35
Post-play Analysis 35
Coach’s Clipboard 35
Play 3 Identifying Revenue Streams 37
Introduction 37
Ticket Sales 38
Sponsorship and Advertising 43
Merchandise 45
Concessions and Food and Beverage Sales 47
Broadcasting 47
Tournament and Participation Fees 48
Grants and Donations 49
Miscellaneous Revenues 49
Balancing the Books 49
Reforecasts 51
Post-play Analysis 53
Coach’s Clipboard 53
Play 4 Soliciting and Selecting Host Cities and Venues 54
Introduction 54
What Host Cities Really Want from Sports Events 55
Economic Impact 56
Room Nights and Other Factors 59
What Sports Events Really Want from Host Cities 60
What Event Venues Really Want from Sports Events 67
What Sports Event Organizers Want from Event Facilities 69
Selecting a Facility 73
Post-play Analysis 73
Coach’s Clipboard 74
Play 5 Starting the Clock on the Sports Event Planning Process 75
Introduction 75
Identify and Analyze Management Tasks 76
Keeping Your Project on Track 79
Build a Support Organization 84
Find the Right People 88
Manage Your Support Organization 91
Post-play Analysis 93
Coach’s Clipboard 94
Play 6 Understanding the Sports Event–Sponsor Relationship 95
Introduction 95
The Evolution of Sports Event Sponsorship 96
What Sports Event Organizers Really Want from Sponsors 98
What Sponsors Really Want from Sports Events 102
Know Your Sponsors’ Needs 113
Know Your Fans 117
Post-play Analysis 118
Coach’s Clipboard 118
Play 7 Teaming with Sponsors 120
Introduction 120
Scaling and Pricing Sponsorship Packages 120
The Sales Process 127
Dynamic Customization 135
The Decision-Making Process 144
The Sponsor’s Point of View 145
Finalizing the Deal 147
Now, Service Your Sponsors! 149
Post-play Analysis 149
Coach’s Clipboard 149
Play 8 Maximizing and Servicing the Media Partnership 151
Introduction 151
The Two Faces of the Media 152
What the Editorial Side Really Wants from Sports Events 154
The Campaign for Attention 161
Servicing the Media at the Event Site 165
Media Center Facilities 168
A Note about Talking to the Media 173
Media Coverage and Media Partners 174
Post-play Analysis 174
Coach’s Clipboard 175
Play 9 Activating the Sports Event Marketing Plan 176
Introduction 176
What Media Partners Want from a Sports Event Relationship 177
What Sports Event Organizers Want from a Media Partner 179
Selecting Media Partners 181
Sports Event Promotions 184
Effective Sports Event Advertising 191
Event Marketing 195
Social Media 196
Post-play Analysis 197
Coach’s Clipboard 197
Play 10 Engaging the Community 199
Introduction 199
Identifying the Gatekeepers 201
Impacting the Local Environment 208
Focusing and Managing Community Enthusiasm 209
Moving Forward 215
Post-play Analysis 215
Coach’s Clipboard 215
Play 11 Accommodating and Managing Guests 217
Introduction 217
Selling Tickets 218
Losing Sleep 101—What to Do if Tickets Are Not Selling 224
Guest Management 227
Hotel Management 232
Post-play Analysis 238
Coach’s Clipboard 239
Play 12 Presenting Your Event 240
Introduction 240
Ceremonies and Entertainment Elements 241
Production Planning 245
Scheduling Rehearsals 252
Technical Tools of Sports Event Production 258
Pyrotechnics & Flame Effects 263
Supovitz’s Theory of Event Flow 265
Post-play Analysis 265
Coach’s Clipboard 266
Play 13 Working with Broadcasters 267
Introduction 267
What Broadcasters Want from Sports Events 268
What Sports Events Organizers Want from Broadcasters 272
Broadcaster–Sports Event Business Relationships 273
Working with Broadcast Producers 274
“One Event—One Audience” 277
Post-play Analysis 278
Coach’s Clipboard 279
Play 14 Managing for the Unexpected 280
Introduction 280
Contingency Planning 281
Risk Assessment and Management 282
Analyzing Risk Exposure and Possible Outcomes 282
Health, Safety, and Security 282
Remedying and Responding to Risk Exposure 286
Preparing for the Unknown 293
Building an Empowered Team 294
Acknowledging the World Condition 298
Tie Down the Details 298
Post-Mortems and After-Action Reports 299
Post-play Analysis 299
Coach’s Clipboard 299
Appendix 1: Event Expense Budget Worksheet 301
Appendix 2: Event Revenue Budget Worksheet 307
Appendix 3: Sample Host City Request for Proposal 309
Appendix 4: Request for Proposal Evaluation Form 321
Appendix 5: Sample Facility Event License Agreement 323
Appendix 6: Facility Selection Survey Form (Simplified) 329
Appendix 7: Sample Sports Event Sponsorship Deck 332
Appendix 8: Sample Sponsorship Agreement 340
Appendix 9: Sports Event Participant Release 344
Appendix 10: Sample Sports Event Run of Show (Pre-event) 346
Appendix 11: Sample Event Pocket Guide (or Link) 349
Appendix 12: Simple Accreditation Plan 351
Appendix 13: Checklist of Public Address Announcements 352
Appendix 14: Sample Event Day Checklist 354
Index 357
