Tips for organizing sporting events

Events associated with sport strengthen and reinforce the image of a brand by promoting physical well-being and teamwork.

Sports are arranged as regulated competitive activities, the practice of which stimulates the physical, mental and social capacities of those who perform them. Unlike playful activities, sports require training, concentration and discipline, which transcends from solely being recreational.

In competitive events, participants are graded or ranked based on their result and are often divided into groups of comparable performance, (for example, gender, weight, and age). The measurement of the result can be objective or subjective, and is corrected with handicaps or penalties.

Sporting events allow an organization to be brought closer to external audiences (clients, suppliers, distributors, journalists, etc.) in order to achieve loyalty and promote its products and services through shared activities that reflect the values ​​of the organization.

Currently, sports have become a highly profitable business, as companies make significant investments that translate into strategic partnerships with athletes, professional teams, clothing brands, etc.

Each sponsor has a prominent presence in each sporting event, which is established in a contract, according to its category, being possible to establish different types depending on the contribution made. Participation can be done through the payment of a sum of money, paying for expenses, with the provision of a service or through media coverage.

By sponsoring a sporting event, a company can publicize its brand, strengthen its relationship with its audiences, position itself in a new sector, awaken the interest of the media and complement its public relations and advertising actions. The key to success is knowing the audience you want to reach and focusing communication efforts on projecting the desired image.

At the same time, sports allow the promotion of internal relationships and values ​​among its collaborators within an organization, which makes it possible to incorporate these activities into the calendar of internal events. Some of these events can be: tennis tournaments, soccer, climbing, speed races, etc.

Tips for organizing successful sporting events:

- Determine the objective of the event, the organizational structure and a name that is an original and easy to remember.

- Define the schedule. Make sure the date does not overlap with other similar events.

- Choose the sport and its participants according to the objective.

- Find the right place (tracks, stadiums, enclosed, open venues, etc.). It is important to make sure that all the necessary infrastructure is available, such as offices, changing rooms, security, emergencies, air conditioning, etc.

- Assign a person in charge for coordinating the necessary authorizations, licenses, permits and insurance such as use of the public thoroughfare, medical and risk insurance, parking, food sales, music, etc.

- Request different cost inquiries and select the one that best suits your needs. Look for strategic alliances with other companies so that the investment does not cover your entire budget.

- Emit regulations, standards, provisions, ordinances, etc.

- Organize the signing of conventions and agreements with strategic partners.

- Establish a communication plan that begins with the dissemination of the activity to potential participants. Include in the communications: the registration period, the starting date, the place, the contact channels, the required clothing, the regulations and the conditions for participation.

- Prepare a media strategy that facilitates the comprehensive publication of the event including the use of social networks and important figures within the chosen sport. Do not forget the publication of the schedule of meetings, the table of positions, statistics and comments.

- Inform participants, guests and press the schedule and everything related to the event, one month to three weeks in advance. It details the registration dates, awards ceremonies, closing acts and press actions.

- Designates the technical area that is in charge of selecting the referees and judges, and controlling compliance with the regulations.

- Determine the logistical aspects such as accommodation and transfer of athletes or special guests.

- Design credentials and IDs for staff, judges, assistants, organizers, and teams. Don't forget to include elements of your brand.

- Hire audiovisual service providers, judges, referees, assistants, etc.

- Organize the protocol aspects: flag location, order of precedence of the authorities and important personalities, special accreditations, etc.

- Establish an area specially equipped to have personal contact with the press.

- Highlight event sponsors by placing their brand images in prominent places.

- Have a backup plan in case of suspension and determine how it will be communicated.

- At the end, it measures the impact it has had through indicators such as: participation, public, appearance in the media, etc. Prepare an economic report with the closing of the budget and the details of the figures obtained from registrations, ticket sales, sponsors, subsidies, television rights, etc.

+ INSPIRATION

Examples of graphical material to promote a sporting event:

Example of a formal location in an award ceremony:

"The most important thing in sport is not winning, but participating, because the essential thing in life is not success, but striving to achieve it."

Barón Pierre de Coubertin

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DanielaSánchezSilva©