Through a sporting event we can achieve different objectives and it is one of the best ways to connect with our target audience. These events are dynamic, experiential and a lot of fun for everyone who attends.
In addition, when organizing a sporting event, we indirectly link our brand with sporting values such as effort and competitiveness, which can have a positive impact on our brand. As with other types of events, it is essential to follow some established steps to make it a success.
A sporting event is an event that can fit into many sectors and can serve to achieve different objectives, because it is very versatile and easy to adapt to any need. In the case of companies, it can help strengthen the brand image and reinforce both internal and external relationships.
The difficult part comes when it comes to planning the event. Organizing a sporting event is a very complex matter, which requires a clear idea and a good planning and execution to achieve the desired success.
If you are thinking about how to organize a sporting event, we give you a guide to be able to do it successfully.
We already said that organizing a sporting event is a great challenge, the reason is that there are a great variety of events related to sports and different ways of doing it, as well as different characteristics. These range from small competitions to big shows that include music and other performances.
Whatever the characteristics of the sporting event you want to carry out, there a a series of guidelines that you can not leave aside, to make your job easier, we leave you these steps to follow to organize a successful sports event:
This is the most important step and what you have to think about before creating the event in your head, ask yourself what you want to achieve and to whom this event will be addressed. This is where we will start from for the planning to go well.
Choosing the sport discipline to be practiced in the event is also very important. The selected sport must be aligned both to the objective and to the characteristics of the target audience, since it can vary a lot, because it is not the same to carry out activities for children, than for young people and adults.
In sports there are many possibilities: group sports tournaments such as soccer, basketball, volleyball, paddle tennis, tennis, etc., or athletics competitions, popular races, trail, cycling, swimming, rowing, among others. The possibilities are endless, it all depends on the budget we have.
At this point several factors must be taken into account such as seasonality, climatology and the age of the participants, because it is not the same to carry out an event in summer in the heat of today, than to do it in other seasons when the weather is more suitable for the practice of sports.
It is also important to verify that on the date and at the time you want to hold the event, there is no other event in the area and even a sporting event that is in direct competition, even if it is not nearby, to avoid affecting attendance.
Once the sport we are going to hold the event is clear, the next thing to do is to look for suitable sports facilities to develop it. This should be done well in advance to ensure availability on the dates we have decided to hold the event.
Care must be taken that the facilities comply with everything necessary for the sports practice to be carried out and have the capacity to accommodate the number of attendees that you intend to participate in, in addition other aspects must be taken into account, such as a good location, accessibility, security and that there is a parking lot nearby.
In order to organize any event it is necessary to request a series of permits beforehand from the authorities, which will depend on the type of event, whether it is held in a public or private environment, whether there will be music or the sale of food and alcohol, etc.
The application for these licenses and/or permits also entails taking out Civil Liability Insurance, medical insurance and insurance against damage to third parties, as well as drawing up an emergency plan with the necessary arrangements: support from the security forces, Civil Protection and ambulances, depending on the size of the event.
Sponsors are a very important part of the event, because they contribute with part of the expenses involved. In addition, if you have recognized brands, they will help to give more credibility and diffusion to the event.
Sponsor must be aligned with your company’s values.
The organization of an event requires hiring staff and many times getting volunteers. Therefore, you have to make a calculation of the qualified staff that will be needed and the number of volunteers who can perform simpler tasks, but necessary for the success of the event.
Diffusion and promotion is a fundamental step for your sporting event to be successful, because participation depends on it, people have to know about the existence of the event and above all the reasons why they should not miss it.
It is important at this point to analyze the media in which your target audience is located so that the message reaches them properly. If you have a database, you can make use of email marketing, which is one of the most effective and direct means of communication; social networks are also very effective, as well as press releases and announcements on your website, if you have one.
The bug day is approaching and it is time to stock up. It is recommended that you make a list of supplies and materials needed for the event, such as prizes, posters, beverages and anything else for refreshments during the event.
Now the big day is here. Everything is ready for the event to begin and if you have followed our tips on how to organize a sporting and recreational event, everything is sure to go smoothly, but you should always be prepared to react to any unforeseen event.
We hope this guide on how to organize a sporting event will serve as an example to make your next sporting event easier and achieve the expected results.
If you want to know what new event formats are coming in 2023, we leave you with this post on: Event trends to revolutionize your business.