Are you planning a sporting event but need help figuring out where to start? Organising a sporting event requires much forethought. From the initial concept of the event to planning, marketing and finally, execution, there is a multitude of processes to define and follow.
These 7 tips will help you organise a successful and well-organised sporting event, whether a tennis tournament or a football championship.
Summary
1. Define the objectives of the event
A sporting event is not organised at the last minute or without a goal. As with any project, it is essential to plan ahead and clearly define the reasons and objectives for which you are organising it. Here is a non-exhaustive list of questions that may help you:
- The type of event: develop the identity of your event by deciding on the name, logo, mascot, theme, etc.
- The format: Is it a competition, a social gathering or a marketing and networking opportunity? Is it a race, a football tournament, an e-sports competition…?
- Duration: Is it an annual sporting event to bring your employees together? Is it a long tournament or a special occasion for a specific day (company anniversary…)?
- The activity: Of course, it is essential to choose the sport that will be played at your event (football, tennis, beach volleyball, paddle tennis…).
2. Select the perfect date and location
The choice of the ideal date is crucial. You can increase participation and ensure that your event has an impact by checking that it does not coincide with other sporting events or other events, especially in your area. Remember to choose a date far enough away to organise and announce the event.
The type of sporting event you organise will determine the venue, which can be a stadium, a sports complex, a park, a beach… The venue for your event needs to be large enough for your needs. It has to be safe but functional enough to accommodate all those attending, whether athletes or the general public (parking, stands, etc.) and have all the essential elements (changing rooms, training area, bar, etc.).
Take your time to select the location that best fits your needs, budget, and accessibility by public transport and car.
3. Plan the funding and budget for your sporting event
When organising a sporting event, you need to consider the necessary resources and costs. The city council can lend you equipment and offer some help and finance, but more is required. Of course, you can look for sponsors to support you and make your event financially viable. Offer them something attractive, which gives them visibility to their audience and boosts their brand image. There will be companies in the area willing to offer you financing in return. Do not hesitate to contact these companies and present them with an exciting sponsorship dossier.
You can also get in touch with sports equipment suppliers or food companies focusing on products for sportsmen and women. Some sports equipment manufacturers may offer their products free of charge as a reward for the best athletes. Finally, you can partially finance your event with ticket sales. Sometimes, you may need to take out a loan, make advance payments, and be repaid from the event’s proceeds.
4. Check local regulations and safety standards
For a sporting event, authorisations and compliance with regulations are required. One of your first tasks will be to check with official sources, such as the city council.
Of course, you will have to give notice of your sporting event in advance. You must know all the authorisations and permits you need for your project to go smoothly. Please note that some permits may take some time to obtain, so apply for them in advance to ensure that you comply with the regulations on the day of the event.
5. Sales and registration management
One of the critical elements of the organisation of a sporting event is the management of registrations for participants and their teams and ticket sales to spectators.
Everything will be much easier with an online ticketing and registration system. With this platform, you can conveniently collect data and manage payments.
Do participants have to provide a medical fitness certificate? Do you need their Federation card? Using a registration form integrated into your ticketing and registration platform, you can request these documents and ask the necessary questions.
On the other hand, you will also collect their email addresses, allowing you to quickly send them important notifications about the event (schedules, regulations, rankings, etc.) and other events you are organising. Your work will be much easier if you use a CRM and e-mailing platform linked to your ticketing platform.
For a better user experience, you can integrate your ticketing system for free into a website specifically designed for your event.
6. Manage payments on the spot
Managing payments for food, drink and merchandising during the sporting event can be challenging, especially for big events. Sports venues can use a cashless payment system that allows customers to buy drinks inside the stadium using a pre-loaded card, thus avoiding queues, especially at half-time.
The cashless payment system is also a good idea for temporary venues, as it makes life easier for the organisers, and customers are happier as queues are drastically reduced.
7. Plan communication before, during and after your event
Without spectators and athletes, a sporting event doesn’t exist. Therefore, the communication of the event is crucial. You can communicate in both general and specialised press. Social media (Facebook, Instagram, LinkedIn and Twitter) can also be used to inform before and during the event (stages, follow-up, winners…).
After your sporting event, don’t hesitate to ask for feedback and comments. Knowing what you can improve will be helpful if you want to organise a similar event again. Be sure to.
Weezevent offers quick and easy-to-use solutions to manage your sporting event: ticket sales, online registration, access control, on-site payment management through a cashless payment system, and the relationship with your audience through an emailing and CRM tool.
