chapter13 - Chapter 13 Event Management Introduction Sport...

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Chapter 13 Event Management
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Introduction Sport event management: All functions related to the planning, implementation, and evaluation of a sport event. Requires: Finance/budgeting, risk management, tournament operations, registration, volunteer management, and event marketing.
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History Late 1800s: Focus turned to the professional aspects of managing sport events due to a desire to increase profits (Albert Spalding). Barnstorming tours: The touring of star athletes and teams to promote the popularity of a particular sport. Emergence of sport management/marketing agencies— businesses that act on behalf of a sport property (e.g., IMG). Agencies have expanded to incorporate a myriad of functions beyond representing athletes.
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Agency Functions Client representation: Acting on behalf of a client in contract negotiations. Client marketing: Locating appropriate endorsement opportunities, booking appearances, and developing entertainment extensions. Event development and management. Meeting increased demand for television production and development work. Developing/marketing grassroots programs.
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Agency Functions (cont.) Soliciting corporate sponsorships. Evaluate the success of events and initiatives through market research implementing mail surveys, focus groups, on-site surveys, and sponsorship/economic impact surveys. Studying impact of sponsorship activities. Financial planning.
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Types of Agencies Full-service agencies perform the complete set of agency functions (e.g., IMG, Octagon). Specialized agencies limit either the scope of services performed or the type of clients serviced (e.g., Redmandarin). In-house agencies are formations of separate departments or divisions dealing with event management within major corporations.
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Event Management Functions Finance/Budgeting Forefront of successful sport event management. Budgeting attempts to predict revenues and expenses for a particular event. Zero-base budgeting: Review of all activities and
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chapter13 - Chapter 13 Event Management Introduction Sport...

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