Organize a successful sporting event

Organize a successful sporting event

Organize a successful sporting event

After a year of delay due to the Covid-19 pandemic, tomorrow the biggest sporting event in the world starts: the Tokyo Olympic Games.

These will have the participation of around 11,000 athletes from more than 200 countries. During 16 days, a total of 339 competitions of 50 disciplines and 33 different sports will take place that will be held in 42 venues spread throughout the Japanese territory.

The organization of a sporting event, whether on a small or large scale, is something very complex to carry out due to the number of people that this implies, as well as hours of work and a lot of effort.

Therefore, and taking advantage of the dates that they are, we wanted to prepare this article in which we summarize the main aspects that you must take into account if you want to successfully organize a sporting event of any kind.


1. Definition of the objective and target of the event

Promote a brand, publicize a town to attract tourism, raise funds for a charitable cause, etc. The reasons why a sporting event can be organized are many.

However, it is important to be clear about what it is intended to achieve with its realization and, of course, this objective must be measurable (number of registrations, sales of a product or service, etc.). Only then will we know if we have fulfilled what we had set out to do and, therefore, if the event has been a success or not.

Another thing that should be clear during the planning phase is who the event is aimed at : age, geographical origin, interests, purchasing power, etc.

2. Choice of sport 

Popular race, triathlon, soccer or basketball championship, swimming competition, etc. The possibilities are endless. Even so, when making this decision, we must not lose sight of the goal we have set for ourselves or the target audience of the event.

Also, it will be necessary to decide who will participate or compete in it: anonymous people, professional athletes, celebrities, etc.

3. Search for facilities 

Make a list of those places where you think your sporting event could take place.

Next, get in touch with those who manage them (sports clubs, federations, schools, town halls, etc.) to check if they have the appropriate infrastructures and all the necessary equipment for their proper development, a good maintenance service, availability, prices, emergency and evacuation plans, etc.

Also check if its use for an event like yours will require processing a permit, license or insurance .

4. Preparation of the budget   

The time has come to make a forecast of expenses, according to the material and human resources that we have and those that we will need to acquire, and the benefits that are intended to be obtained.

This will help us to set the budget and, therefore, to see if the organization of the event will be economically viable.

5. Financing: sponsors or sponsors  

Now with the numbers done, it is time to look for sponsors or sponsors who help cover the expenses of the sporting event through contributions in kind (equipment, prizes, supplies, etc.), or, alternatively, financial contributions .

It is common for companies or institutions to offer to do this type of collaboration in exchange for gaining visibility (appearing in advertising, giving their name to the event, etc.) or even participating in the event.

Research potential sponsors or sponsors and identify those that are more in line with the event, see how they could help you and what you can offer in return.

6. Hiring of staff 

An event of these characteristics requires the hiring of qualified personnel : staff of the organization, judges or sports referees and assistants, cleaning service, catering, photographers, security, logistics, merchandising , etc.

All of them must have the specific skills for the job they are going to perform, in addition to being clear about their functions before, during and after the event.

7. Preparation of the strategic communication and dissemination plan 

Something that we must not neglect is how, when and in what way we will publicize our sporting event : date, place, registration period, contact information, etc.

To do this, we must plan and implement a communication strategy, both online and offline, consistent with the brand image that we will have previously designed: media, website, social networks, newsletters , advertising, press dossier, posters , invitations, etc.

8. Review of objectives 

At the end, take stock to see if the goals that were initially set have been achieved.

Take advantage and review what unforeseen events arose during the planning and carrying out of the event, which of these failures could have been foreseen, assess whether the solutions provided were up to the task , and detect points of improvement for future occasions.

Well, you already have some of the keys on how to organize a sporting event. If you want to go into detail and, what is more important, have the appropriate training, at the European University we have a solution for you.

Among our academic offerings, we have some degrees that will help you achieve a complete and competitive professional profile in the Sports Management sector :

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