Event Management

in Sports, Dance and

Games
 At the end of this course, the
students should be able to:
• Gain a comprehensive understanding
of how marketing and promotion
contribute to the success of an event.
 At the end of this course, the
students should be able to:
• Learn how to create strategic
marketing plans tailored to the goals
and target audience of an event.
 At the end of this course, the
students should be able to:
• Acquire skills in identifying and
analyzing target audiences to tailor
marketing efforts effectively.
 At the end of this course, the
students should be able to:
• Explore the use of digital marketing
channels, including social media,
email marketing, and online
advertising, to reach and engage
potential attendees.
 At the end of this course, the
students should be able to:
• Learn how to develop strong event
branding and messaging that
resonate with the target audience
and enhance the event's appeal.
 At the end of this course, the
students should be able to:
• Gain proficiency in designing
promotional materials, such as flyers,
brochures, and videos, and
implementing campaigns across
various media.
 At the end of this course, the
students should be able to:
• Understand the importance of public
relations and how to engage with
media outlets to generate positive
coverage and increase event visibility.
 Marketing
Sports Event
How to Market a Sports Event?
A sports event’s success depends on
its event marketing.
How to Market a Sports Event?
Whether you measure success by how
much money the event brings in or how
much fun the participants and
audiences have, successful marketing
means a successful sports event.
What to consider before starting
to market a sports event?
Before you even consider which tools
and strategies you need to market your
sports event, there are fundamental
questions that need to answer.
What to consider before starting
to market a sports event?
1. Who is the target audience?
What to consider before starting
to market a sports event?
2. The clear idea of its purpose.
The event’s goals will have a
direct impact on its target
audience.
• If your goal is to build or strengthen a sense of
community, you want to focus on the people
who live within the community.
The event’s goals will have a
direct impact on its target
audience.
• If your goal is to raise money for a cause, you
want to target everyone within a reasonable
geographic region who cares about the cause.
The event’s goals will have a
direct impact on its target
audience.
• If raising money for a cause is your goal,
you don’t want to fill the stands with people
who aren’t willing to open their wallets.
The event’s goals will have a
direct impact on its target
audience.
• If your goal is to start a brand-new, semi-
professional league, you need to consider
everything that goes into making your league
profitable.
 The event’s goals will have a
direct impact on its target
audience.
• If thriving competition is your goal, you don’t
want to fill the stands with people who will
watch only half of the event and spend the rest
of the time on their phones; cheers and boos
from the stands have a profound impact on
competition.
What to consider before starting
to market a sports event?
3. The logistics
If you have multiple options for a venue,
choose the best fit for your audience and goals.
Also, consider if you need assigned seating
and tickets or if first-come, first-serve would
fit the bill better.
What to consider before starting
to market a sports event?
3. The aesthetics
Do you need decorations and a welcome booth
complete with fliers and friendly volunteers, or
is the best option to simply let the audience
walk up and find seats?
Promotion Ideas for
Sporting Events
Goals and objectives for promoting sporting
events:

• Raise the brand value

• Create new opportunities
• Exposure to a broader audience
• Increase customer engagement
• Reach a wider audience
• Boost sales
• Generate leads
• Establish credibility
Sports event marketing strategies:
A. Pre-event Promotion
Build the hype and promote your event.
One of the reasons we all love sports
events is the anticipation and run-up to
the event.
Sports event marketing strategies:
A. Pre-event Promotion
1. Utilizing social media platforms

• Technology is now a key, not an option.

Sports event marketing strategies:
A. Pre-event Promotion
1. Utilizing social media platforms
Here are some of the best ways to promote
the event on social media:
• Create a countdown
• Make your event landing page shareable
• Use polls to create engagement
Sports event marketing strategies:
A. Pre-event Promotion
1. Utilizing social media platforms
Here are some of the best ways to promote
the event on social media:
• Post teasers of the event
• Create an event hashtag
• Create a Facebook event
• Host a giveaway or contest
Sports event marketing strategies:

A. Pre-event Promotion

2. Collaborating with influencers and athletes

Sports event marketing strategies:
A. Pre-event Promotion
2. Collaborating with influencers and athletes
Some factors to consider when selecting
influencers:
• Relevance
• Audience
• Authenticity
• Engagement
• Reach
• Reputation
Sports event marketing strategies:
A. Pre-event Promotion
2. Collaborating with influencers and athletes
Benefits of collaborating with influencers
and athletes for sports event marketing:
• Higher engagement rate
• Authenticity and trust
• Increase reach
• Improved brand image
Sports event marketing strategies:
A. Pre-event Promotion
3. Engaging local communities

To ensure the success of sports event marketing,

sponsorship packages can be offered to local
communities interested in collaborating.
Sports event marketing strategies:
A. Pre-event Promotion
3. Engaging local communities

Word-of-mouth will significantly impact the

target audience and strengthen the event’s
visibility and impact.
Sports event marketing strategies:
A. Pre-event Promotion
3. Engaging local communities
Here’s how you can engage local communities:
•Collaborate with local businesses for
sponsorships
•Utilize social media to foster conversation
•Host meet-and-greet sessions
in local communities
Sports event marketing strategies:
A. Pre-event Promotion
4. Digital Marketing Strategies
Digital marketing is changing the game in
sports.
Sports event marketing strategies:
A. Pre-event Promotion
4. Digital Marketing Strategies
Many sports fanatics are already using
social media to follow their favorite teams,
athletes, or events, and it has become an
ideal avenue for any brand.
Sports event marketing strategies:
A. Pre-event Promotion
4. Digital Marketing Strategies
a. Search engine optimization (SEO)
SEO is essential to reach a wider audience
worldwide and rank higher in search results.
You can achieve visibility, drive traffic, and
convert leads with the right SEO strategy.
Sports event marketing strategies:
A. Pre-event Promotion
4. Digital Marketing Strategies
b. Email marketing campaigns
Email campaigns create a meaningful
connection with the target audience as it shares
valuable content.
Sports event marketing strategies:
A. Pre-event Promotion
4. Digital Marketing Strategies

c. Pay-per-click (PPC) advertising

A type of internet marketing which involves
advertisers paying a fee each time one of their
ads is clicked.
Sports event marketing strategies:
B. Event-Day Promotion

Sports audiences value the trustworthiness of

press releases and media conferences. Score
attention from the press for event-day
promotion.
Sports event marketing strategies:
B. Event-Day Promotion

Ensure you do this one day or at least 12

hours before the event to generate more buzz
among attendees.
Sports event marketing strategies:
B. Event-Day Promotion
1. Create a memorable fan experience

• Minimize queues
• Enjoyable atmosphere
• In-Stadium experiences
Sports event marketing strategies:
B. Event-Day Promotion
2. Utilize signage and branding
An event marketing agency can better guide
you in enhancing your event and venue with
digital screens, mobile apps, interactive
games, and social media integration.
Sports event marketing strategies:
B. Event-Day Promotion
2. Utilize signage and branding

Benefits of using signage at sports events:

•Promote your event
•Identify your brand
•Provide information
•Give directions
•Raise safety awareness
Sports event marketing strategies:
B. Event-Day Promotion
3. Engaging with fans on social media

Social media significantly impacts sports fans

and can completely transform their
experience.
Sports event marketing strategies:
B. Event-Day Promotion
3. Engaging with fans on social media

Ways to engage fans on social media for a

sports event:
• Go live
• Online contests
• Stage on social takeover
• Mentions & comments
Sports event marketing strategies:
C. Post-event Promotion
Keep the audience engaged to drive value and
maintain connections. You can see who was
most engaged throughout the event and how to
ensure your sports event leaves a lasting
impact.
Sports event marketing strategies:
C. Post-event Promotion
1. Highlighting event highlights and
achievements
Help your audience relieve some of the best
moments from your sports event or review what
others have missed.
Sports event marketing strategies:
C. Post-event Promotion
1. Highlighting event highlights and
achievements
Tailor the event highlights and achievements
based on what the audience is interested in.
Sports event marketing strategies:
C. Post-event Promotion
2. Collecting and utilizing attendee feedback
• Ask them about their favorite part to improve
their experience at the next sports event.
• Pro-tip: Keep the feedback survey question to
10 or less, short and sweet, for the best
response rate.
Sports event marketing strategies:
C. Post-event Promotion
2. Collecting and utilizing attendee feedback

Send a post-event feedback form to your attendees

and ask them what worked well and what didn’t.
Sports event marketing strategies:
C. Post-event Promotion
2. Collecting and utilizing attendee feedback
In the feedback email, specify how long it will
take to complete the survey and how many
questions need to be answered. Also, include a
promotional giveaway such as a discount voucher,
free pass, or gift card.
Sports event marketing strategies:
B. Post-event Promotion
3. Establishing long-term relationships
with attendees
Things to consider:
a. Segmentation – Organize your attendees to
target the right people post-event.
Sports event marketing strategies:
B. Post-event Promotion
3. Establishing long-term relationships with
attendees
Things to consider:
b. Buyer journey – Review your
communication at each sales funnel stage.
Sports event marketing strategies:
B. Post-event Promotion
3. Establishing long-term relationships with
attendees
Things to consider:
c. Automate – Sports events nowadays usually
provide attendees badges to scan for check-in.
It could help nurture your list. It will also
ensure you’re not doubling
up outreach.
Sports event marketing strategies:
B. Post-event Promotion
3. Establishing long-term relationships with
attendees
Things to consider:
d. Monitor, measure, and test it – Keep a close
eye on content and analyze it through data
analytics.
Sports event marketing strategies:
B. Post-event Promotion
3. Establishing long-term relationships with
attendees
Things to consider:
d. Monitor, measure, and test it –See which
content marketing strategy worked best for
your event and try to bridge the gap for the next
one.
END