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

Authoritative and accessible textbook on how to successfully plan and execute live sports events, with helpful learning aids included throughout This Third Edition of The Sports Event Management and Marketing Playbook is a timely and practical guide on how to successfully plan and deliver live sports events, combining time-proven processes and techniques with the many best practices, tools, and trends that have emerged in every facet of this expanding, highly visible, and ever-innovating industry since the Second Edition was published in 2014. The book is structured as a step-by-step guide on how to begin the development, creation, and planning for a sports event, and continues through management, marketing, production, and ultimately the post-event evaluation processes. Real-life illustrative case studies (called "Sideline Stories") to elucidate key concepts are included throughout the text. Each chapter concludes with a convenient summary (called "Post-play Analysis") to aid in information retention, along with relevant, skill-building questions/exercises (called "Coach's Clipboard") instructors can use as student assignments. Written by two respected and experienced industry practitioners in the sports event business, The Sports Event Management and Marketing Playbook includes information on: Revenue streams, ranging from ticket sales, sponsorship, advertising, and merchandise to participation fees, grants, and donations The event-sponsor relationship, covering what event organizers really want from sponsors—and vice versa Guest management, from selling tickets to hotel management, and what to do if tickets are not sellingUnexpected events, including safety and security concerns, and how to react to emergencies and crises efficiently and effectivelyMedia partnerships, covering how to campaign for attention and talk to the media With accessible and comprehensive coverage of the subject, The Sports Event Management and Marketing Playbook serves as an excellent learning aid for students in advanced undergraduate and Masters courses in Sports Event Management, Sports Marketing, Hospitality Management, and Sports Industry Management. Part of The Wiley Event Management Series The Wiley Event Management Series—Series Editor, Seungwon "Shawn" Lee, provides professionals with the essential knowledge and cutting-edge tools to excel in one of the most exciting and rapidly growing sectors of the hospitality and tourism industry. Written by recognized experts in the field, the series covers the research, design, planning, coordination, and evaluation methods, as well as specialized areas of event management.