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Three things to remember when planning the legacy of your sporting event

Sports events can be a significant catalyst and drive positive change for host communities. The FIFA World Cup, Tour de France and the Olympic and Paralympic Games, among other events, are part of the world’s agenda and are powerful tools for nations, regions and cities to brand and promote themselves on the global stage. The…

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How to brand your sports event: a four-step approach

In today’s world, where places are competing more than ever for attention, sports events can provide a unique promotional platform for a city, region, or country to brand itself. This is due to the many positive values attached to sport and the media coverage that it generates. Each individual place can of course have its…

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Re-invent your fan experience amid Covid-19

With less than 170 days to go until the Tokyo 2020 Summer Olympic Games, the IOC, the IPC and the Organizing Committee launched a series of playbooks that list the rules for different stakeholders (media, international federations, broadcasters, officials and athletes) to ensure safe and successful Games. With no handshaking, no singing, no cheering and…

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As events become more digital, don’t forget the human component

Much like wider society, sports – and sports events – are continuing to prioritise digital engagement as a means to connect to new and existing fans. This has a number of clear advantages, such as the potential of a truly global reach, engagement that is easily measurable, and the opportunity to target specific cross-sections of…

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When looking for host cities, start by listening to them

As cities become more strategic in their selection of sports events, International Sports Federations (IFs) need to evolve their approach to how they allocate their competitions. Today, ambitious cities are both strategic and selective in choosing which events they will host. Each event is studied to see if it fits their strategy and will be…

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Sport events during a pandemic: See opportunities where others see threats

The Covid-19 pandemic has created and is creating a worldwide turmoil in different areas of life. The sport industry is not the exception thereof. Matches, competitions and events are being postponed, modified or even cancelled on a daily basis. This forces many different industry stakeholders to rapidly come up with solutions that can mainly be…

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Sports events must find their USP, and focus on it

In the advertising world in the 1940s, Rosser Reeves, a creative partner at American advertising agency Ted Bates & co, first coined the term ‘Unique Selling Proposition’ (USP). Having a growing concern about the use of campaigns as an ‘expression of ego’, Reeves sought to redefine the importance of communication to ensure it was used…

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The extra experience: Start working with your event partners

At the beginning of the year, many hoped that by Fall 2020 we would be able to organize events again. However, this dream is at the moment only partially fulfilled with the virus still having a huge grip on the world and so, eventually also sports events. Despite many developments and tryouts between June and…

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Mass participation: Let the few be joined by the many

Mass participation sports events are on the rise. Be it marathons, triathlons or Spartan Runs, these races are regularly attracting tens of thousands of people. Experts disagree on the reasons for the latest upswing of the event format. But some of the benefits to the most important stakeholders of a sporting event are commonly acknowledged:…

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