Joan Porcar is a journalist, pilot, adventurer & businessman as well as Managing Director of Grupo Alesport. In this video he tells us what the key factors are to hosting a successful sporting event and how having a clear philosophy as well as quantifying an event’s success well in advance can have an impact on sponsorship & marketing deals
Aside from organizing the event ahead of time, there are other important factors that can be highlighted. Among them are well defined roles and communication channels. How will you communicate the event? Who is your target audience?
It is important to have a clear idea of the role played by each of the event’s stakeholders as well. How do they measure success? Each stakeholder is different and they may have different objectives when it comes to measuring and quantifying success. Without that, there can be no spirit of consensus regarding objectives and collaboration which are key to a successful sporting event.
In the event that this will not be a one-time event, think of it as an event that will be profitable over time and not with the event’s duration. In other words, it is important to create a lasting legacy. The Olympic Games and the FIFA World Cup are two events that carry this out well. These countries host these major sporting events for various reasons: to develop the country’s infrastructure, position itself before the rest of the world as an attractive destination, give it an economic boost, etc.
The topics that are dedicated less time, are often precisely the ones which have a direct impact on the fans. Well-defined communication that deals with ticketing, event sponsorship, hospitality or the cancellation and return policies can help avoid a lot of the most common problems surrounding the success of a sporting event.
Sport Management Online
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