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Managing Sport Events

$86.00 USD

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    Whether it’s a local event, state championship, or international competition, running a successful sport event requires the knowledge and skills to plan, organize, promote, lead, and communicate. Managing Sport Events presents the principles and practices related to effective event management, taking readers through the entire process from event conception through postevent evaluation.

    Merging research findings with best practices, Managing Sport Events is an essential text for sport event management courses and combined sport event and facilities management courses. In each chapter, key principles of event management are presented and reinforced through examples from the sport industry. Case studies from a variety of sports and settings offer a balanced, practical perspective for handling all levels of events. In addition, each chapter features a profile of an industry professional providing insights from event managers working in venues.

    This text also includes learning activities that challenge students to assess existing events and consider how they might manage these events differently based on information from the chapter. Numerous checklists, templates, and worksheets throughout the text demonstrate a variety of tools for successful planning and implementation of events. The accompanying instructor guide offers detailed suggestions on incorporating the text into a combined facilities and events course as well as activities and guidelines for implementing a semester-long event management project.

    Managing Sport Events prepares students to enter the field with the conceptual skills to immediately engage in event production and evaluation. It also offers current industry professionals a reliable reference and professional development resource. Readers will find a comprehensive discussion of what it takes to produce a successful event:

    • Event conception and development

    • Key planning areas, including staffing, budgeting, marketing, promotion, sponsorship, and legal and risk management

    • Key operational areas, including services, logistics, and on-site management

    • Postevent duties and considerations

    Managing Sport Events integrates the traditional business segments of sport management with the unique requirements of event management. From a local youth soccer tournament to the Olympic Games, Managing Sport Events is an essential resource for current and future professionals working in parks and recreation, tourism and hospitality, and sports at the high school, college, amateur, minor league, professional, and international levels.


    Textbook for introductory courses in sport event management and sport event and facility management; reference for academic libraries and sport event professionals.

    Table of Contents

    Chapter 1. Understanding the Sport Event Industry

    Career Paths in Sport Event Management

    Skills, Knowledge, and Traits for Success

    Sport Events Versus Nonsport Events

    Sport Tourism

    Relationship Between Sport Event Management and Sport Facility Management

    Types of Sporting Events



    Chapter 2. Event Conceptualization

    Event Planning

    Leadership and Decision Making in Event Management

    Brainstorming in Event Management

    Purpose of the Event

    Choosing the Type of Event

    SWOT Analysis

    Developing a Mission for the Event

    Setting Goals and Objectives

    Planning Logistics

    Thinking Creatively and Planning for Uniqueness

    Planning Promotional and Ancillary Components

    Developing an Operational Timeline

    Planning for Contingencies



    Chapter 3. Event Bidding

    Bidding Process

    Feasibility Studies

    Bid Documents

    Sports Commissions



    Chapter 4. Event Staffing

    Organizational Chart

    Identifying Necessary Staff

    Scheduling Staff

    Considering Outsourcing Staff

    Managing and Motivating Staff

    Personal Management Style and Effective Leadership

    Management Meetings

    Communicating With Staff


    Team Building



    Chapter 5. Event Budgeting

    Stages of the Budgeting Process

    Budget Components

    Types of Budgets

    Types of Revenues

    Types of Agreements

    Types of Expenses

    Controlling Costs

    Using Spreadsheets

    Cash Flow and Cash Management



    Chapter 6. Event Sponsorship


    Sponsorship Components

    Sponsorship Benefits

    Components of a Sponsorship Proposal

    Activation and Evaluation Techniques



    Chapter 7. Event Marketing

    Developing a Marketing Plan

    Target Marketing

    The Marketing Mix

    Event Promotion

    Attracting Spectators

    Attracting Participants

    Branding the Event

    Electronic Event Marketing

    Creating Community Support



    Chapter 8. Media Promotion and Relations

    The Critical Rs

    Symbiotic Relationship: Working Together to Achieve Greatness

    Differentiating the Promotional Mix From the Marketing Mix

    Promotional Tools

    Social Media: A “New” Tool for Success

    Evaluating Success



    Chapter 9. Contract Considerations

    Types of Contracts

    Tips for Negotiating Contracts

    An Attorney’s Perspective: Neil Braslow, JD, on Contracts

    Federal Legislation



    Chapter 10. Risk Management and Negligence

    Risk Management Process

    Risk Management Planning

    Threats to Events

    Crowd Control

    Crowd Management Plans




    Chapter 11. Event Services and Logistics

    Event Timeline

    Event Registration

    Ticket Sales

    Food and Beverage Operations

    Waste Management Services

    Custodial Services

    Transportation Services


    Vendor Relationships

    Event Facility Selection

    Customer Service

    Awards Ceremonies



    Chapter 12. Event-Day Management

    Event Flow

    Alternative Plans


    Managing Staff

    Managing Spectators

    Managing Participants

    Managing Sponsors

    Easily Missed Details



    Chapter 13. Postevent Details and Evaluation

    Postevent Promotions

    Postevent Media Coverage

    Sponsor Follow-Up

    Post-Event Debriefing

    Event Evaluation

    Evaluating Outcomes and Objectives

    Measuring Economic Impact



    About the Author

    T. Christopher Greenwell, PhD, is a professor in the department of health and sport science at the University of Louisville in Kentucky. He has taught event management since 2002 and published several articles on unique aspects of the service environment at sporting events and how these can be used as an effective marketing tool.

    Greenwell has direct experience as an event manager, having planned and coordinated the event management, promotions, and game operations for all athletic events in an NCAA Division I athletic program. Events under his management set attendance records in men’s and women’s basketball, volleyball, and women’s soccer. Greenwell was also an event volunteer for major events such as the Ryder Cup, NASCAR, and the World Equestrian games.

    Greenwell and his wife, Donna, reside in Louisville. In his free time, he enjoys watching mixed martial arts and playing fantasy football.

    Leigh Ann Danzey-Bussell, PhD, is an assistant professor of sport management at the University of West Georgia in Carrollton. She has taught event and facility management courses since 2006. In 2008 she was named Outstanding Professor of the Year as recognized by Sigma Phi Epsilon, Gamma Chapter at Ball State University in Muncie, Indiana.

    Danzey-Bussell has over 25 years of experience working in the sport industry in various capacities in NCAA Division I, II, and III and NAIA programs as well as in the nonprofit sector. She has served as the executive director of Team Clydesdale International, Inc., a nonprofit organization responsible for hosting national and world championships in various events. She also worked as the media relations coordinator for the United States Golf Tour. Danzey-Bussell worked as a sport information director responsible for event management and promotion at the University of Alabama, University of South Alabama, and Northeast Louisiana University. Danzey-Bussell serves as one of the co-chairs of the North American Society for Sport Management Teaching & Learning Fair and is a member of the Finance Committee for the North American Society for the Sociology of Sport.

    Danzey-Bussell has volunteered for local, regional, and national sporting events including American Heart Association Heart Walks, Southeastern Conference gymnastics championships, two NCAA Final Fours (Indianapolis and Atlanta), NCAA Swimming and Diving Championships, and the 2012 Super Bowl in Indianapolis. She also served the University of Alabama as the Alumni Chapter President for the state of Indiana for 10 years.

    Danzey-Bussell enjoys attending and watching sporting events, sharing movies with her family, and cooking. She and her husband, Timothy, and daughter, Sophie Grace, reside in Carrollton, Georgia.

    David J. Shonk, PhD, is an associate professor in the School of Hospitality, Sport and Recreation Management at James Madison University in Harrisonburg, Virginia, where he conducts research in sport event management and has taught a course in sport facility and event management. Shonk has worked as a meeting and event planner in both professional sport and the nonprofit sector since 2003. During that time he was responsible for planning a range of conferences, tours, and events including concerts, on-field promotions, and special events, such as the Carolina League All-Star Game. He also worked as marketing director of the Salem Professional Baseball Club and director of development at DECA, Inc.

    In 2011, Shonk founded the Harrisonburg-Rockingham Sports Commission, where he serves as the executive director of this all-volunteer organization. He is also a member at large of the North American Society for Sport Management Executive Council.

    Shonk lives in Harrisonburg with his wife, Jennifer, and their children. He enjoys coaching his children’s sport teams, traveling with his family, and staying fit with cardio workouts.


    All ancillary materials are FREE to course adopters and available online at  

    Instructor guide. Offers tips on incorporating the text in a combined facilities and events course. It also provides suggestions and guidelines for implementing a semester-long class-run event management project, such as a golf tournament fundraiser.

    Test package. Features a bank of more than 150 questions in mutiple-choice, true-or-false, essay, and fill-in-the-blank formats. The test package is available for use through multiple formats, including a learning management system, Respondus, and rich text.

    Presentation package. Includes more than 150 slides that instructors can use for class discussion and presentation. The slides in the presentation package can be used directly within PowerPoint or printed as transparencies or handouts for distribution to students. Instructors can easily add, modify, and rearrange the order of the slides as well as search for content based on key words.

    The presentation package is also available for purchase • ISBN 978-1-4504-5374-5.