Sports Event Management and Marketing Playbook

Frank Supovitz is the author of The Sports Event Management and Marketing Playbook, 2nd Edition, published by Wiley.

• Foreword xi Series Editor Foreword xiiiPreface xvAcknowledgments xixIntroduction 1The Power of Sports Event Marketing 1The Evolution of Sports Event Marketing 3Your Introductory Play—Supovitz’s Flying Wedge 4The Sports Event Golden Rule—Understanding Stakeholders’ Objectives (USO) 6Current Trends in Sports Event Management and Marketing 8PLAY 1 Defining and Developing Objectives, Strategies, and Tactics 11Introduction 12The P-A-P-E-R Test 13Post-Play Analysis 26Coach’s Clipboard 27PLAY 2 Identifying Costs 29Introduction 29Facility Costs 30Player- and Game-Related Expenses 36Event Operations Expenses 38Marketing and Promotion Expenses 39Sponsor Fulfillment Expenses 40Guest Management and HospitalityExpenses 41Event Presentation Expenses 42Capital Investment and Amortization 43Miscellaneous Expenses and Contingency Allowances 45Reforecasts 45Post-Play Analysis 46Coach’s Clipboard 46PLAY 3 Identifying Revenue Streams 47Introduction 47Ticket Sales 48Sponsorship and Advertising 54Merchandise 57Concessions and Food and Beverage Sales 59Broadcasting 60Tournament and Participation Fees 61Grants and Donations 61Miscellaneous Revenues 62Balancing the Books 62Reforecasts 65Post-Play Analysis 66Coach’s Clipboard 67PLAY 4 Soliciting and Selecting Host Cities and Venues 69Introduction 69What Host Cities Really Want from Sports Events 71What Sports Events Really Want from Host Cities 77What Event Facilities Really Want from Sports Events 86What Sports Event Organizers Want from Event Facilities 88Selecting a Facility 93Post-Play Analysis 93Coach’s Clipboard 94PLAY 5 Starting the Clock on the Sports Event Planning Process 95Introduction 95Identify and Analyze Management Tasks 96Build a Support Organization 106Find the Right People 111Manage Your Support Organization 116Post-Play Analysis 118Coach’s Clipboard 118PLAY 6 Understanding the Sports Event–Sponsor Relationship 121Introduction 121The Roots of Sports Event Sponsorship 123What Sports Event Organizers Really Want from Sponsors 125What Sponsors Really Want from Sports Events 130Know Your Sponsors 149Post-Play Analysis 154Coach’s Clipboard 154PLAY 7 Teaming with Sponsors 157Introduction 157Scaling and Pricing Sponsorship Packages 158The Sales Process 168How to Design the Sponsorship Program 178Don’t Just Take Our Word for It 189The Decision-Making Process 189The Sponsor’s Point of View 191Finalizing the Deal 194Now, Service Your Sponsors! 196Post-Play Analysis 196Coach’s Clipboard 196PLAY 8 Maximizing and Servicing the Media Partnership 199Introduction 199The Two Faces of the Media 200What the Editorial Side Really Wants from Sports Events 202The Campaign for Attention 212Servicing the Media at the Event Site 217Media Center Facilities 221A Note about Talking to the Media 228Media Coverage and Media Partners 229Post-Play Analysis 229Coach’s Clipboard 230PLAY 9 Activating the Sports Event Marketing Plan 231Introduction 231What Media Partners Want from a Sports Event Relationship 232What Sports Event Organizers Want from a Media Partner 234Selecting Media Partners 236Sports Event Promotions 240Effective Sports Event Advertising 248Event Marketing 254Social Media 256Post-Play Analysis 260Coach’s Clipboard 260PLAY 10 Engaging the Community 261Introduction 262Identifying the Gatekeepers 264Impacting the Local Environment 272Focusing and Managing CommunityEnthusiasm 272Moving Forward 278Post-Play Analysis 280Coach’s Clipboard 280PLAY 11 Accommodating and Managing Guests 281Introduction 281Selling Tickets 283Losing Sleep 101—What to Do if Tickets Are Not Selling 290Guest Management 293Hotel Management 299Post-Play Analysis 307Coach’s Clipboard 308PLAY 12 Presenting Your Event 309Introduction 309Ceremonies and Entertainment Elements 311Production Planning 315Scheduling Rehearsals 323Technical Tools of Sports Event Production 329Pyrotechnics 337Supovitz’s Theory of Event Flow 338Post-Play Analysis 339Coach’s Clipboard 340PLAY 13 Working with Broadcasters 341Introduction 341What Broadcasters Want from Sports Events 342What Sports Events Organizers Want from Broadcasters 347Broadcaster–Sports Event Business Relationships 348Working with Broadcast Producers 351“One Event—One Audience” 353Post-Play Analysis 355Coach’s Clipboard 356PLAY 14 Managing for the Unexpected 357Introduction 357Risk Assessment and Management 358Analyzing Risk Exposure and Possible Outcomes 358Safety and Security 360Remedying and Responding to Risk Exposure 363Reacting to Emergencies 373Acknowledging the World Condition 375Communications 376Tie Down the Details 378Post-Play Analysis 379Coach’s Clipboard 379PLAY 15 Reviewing the Game Tapes 381Introduction 381Post-Event Publicity 382Recognition 384Settlement 384Postmortem 385The Game Ends . . . 386Post-Play Analysis 386Coach’s Clipboard 387PLAY 16 Planning Your Future in Sports Event Management and Marketing 389Introduction 389Communication Skills 390Gaining Experience 391Choosing the Right Company 394A Final Story 396Post-Play Analysis 396Coach’s Clipboard 397Appendix 1: Event Expense Budget Worksheet 399Appendix 2: Event Revenue Budget Worksheet 407Appendix 3: Sample Host City Request for Proposal 411Appendix 4: Request for Proposal Evaluation Form 425Appendix 5: Sample Facility Event License Agreement 429Appendix 6: Facility Selection Survey Form (simplified) 437Appendix 7: Sample Sports Event Sponsorship Deck 441Appendix 8: Sample Sponsorship Agreement 453Appendix 9: Sports Event Participant Release 457Appendix 10: Sample Sports Event Rundown (pre-event) 459Appendix 11: Sport Management Programs: United States 463Appendix 12: Sports Industry Career Resources 475Online AppendicesAppendix 13: Sample Event Pocket Guide (One-sheet, two-sides)Appendix 14: Simple Accreditation PlanAppendix 15: Checklist of Public Address AnnouncementsAppendix 16: Sample Event Day ChecklistAppendix 17: Glossary of Common Terms For Sports Event Management and Marketing www.wiley.com/college/supovitzIndex 479