Description

A sports event that is produced well operationally but promoted poorly, or promoted well but delivered badly, fails in different ways that produce the same outcome: an audience that doesn’t return and a commercial result that doesn’t justify the investment. Planning and promotion need to be designed as integrated functions rather than sequential ones — the promotional strategy needs to be informed by the operational capacity, and the operational plan needs to account for the audience expectations the promotion creates.

This module covers sports event production and promotion as a connected discipline — from initial concept through the post-event review that informs the next edition.

You’ll work with:

• Event concept and revenue modeling: defining the event format, pricing structure, and revenue sources that make the financial case viable before production commitments are made
• Operational production planning: venue logistics, scheduling, staffing, safety management, and the coordination systems that keep a live sports event running predictably
• Audience development and promotional execution: building an event audience through channel strategy, partner amplification, and the promotional sequencing that generates momentum from announcement through to day-of attendance

Duration: +/- 9 hours

Result: An integrated event planning and promotion capability — producing sports events that are operationally sound, commercially viable, and built on the audience development systems that make each edition larger and more sustainable than the last.