The Business of Events: Perspectives from Global Sporting Spectacles
Events are big business worldwide and by 2020 The Times estimates that the UK events industry alone will be worth £48 billion. This module aims to advance your knowledge of the commercial opportunities presented by major events. Through the lens of global sporting spectacles, this module will explore how business is done at and through events, by event companies and their commercial partners. By the end of the module, you will have a deeper understanding of the principles and practices driving the commercial direction of events, as well as the skills to present material using media preferred by event organizers.
The sports marketplace is global in reach and sport is an international business. This module is taught using examples of major sporting events from around the world and illustrated by the involvement of major international brands and businesses.
Major sporting spectacles and mega-events –like the Olympics and FIFA World Cup- have the principles of sustainable development at their heart, embedded in the bidding process, and long-term ‘legacy’ is a major feature in successful bids. As a result, sustainable development is a cross-cutting strand throughout the syllabus.
Through the industry contacts of the module lead, the syllabus will be enriched by the participation of guest speakers from iLUKA (a leading sports hospitality management business), Twickenham Experience at the home of rugby, the International Rugby Board, and CSM Sports and Entertainment.
Previously, the module convenor has supported students in securing internship opportunities employment in various event related jobs abroad, including the London 2012 Olympic Games, the Delhi 2010 Commonwealth Games, and the Volvo Ocean Race. Through these opportunities, students are able to gain valuable practical experience of event management, team-working, and presentation skills.
Also, the convenor contributes to the employability event called BACKSTAGE (led by BEM3018), which brings guests involved in events (including sporting events) to speak to students about their future employment prospects, opportunities and trajectories.
Full module specification
|Module title:||The Business of Events: Perspectives from Global Sporting Spectacles|
|Duration of module:||
Duration (weeks) - term 2: |
This module will examine the range of commercial opportunities presented by major events as well as the actors involved in, and beneficiaries from, business done at and through events. These issues will be investigated through the lens of global sporting spectacles which represent the majority of the world’s largest events. The module will critically analyze how commercial relationships from events are managed and directed, with a particular emphasis on the different business models and success factors that drive them. Drawing on the module leader’s personal experiences within the Olympic Games, Commonwealth Games, Volvo Ocean Race and Rugby World Cup (as well as examples from other sports), the principal aim is to equip students with the necessary tools and conceptual frameworks to compile and present evidence-based assessments of the commercial viability of events.
ILO: Module-specific skills
- 1. demonstrate in oral and written settings understanding of the specific nature of the business propositions, commercial opportunities and corporate markets associated with large-scale events, as well as the economic roles, motivations and interests of various stakeholders involved in their organization
- 2. understand and critique in writing and verbally the various principles and practices involved in successful (and unsuccessful) sponsorship programmes and marketing strategies used in major global events
- 3. articulate and communicate effectively in writing and oral presentations, the critical issues and difficulties associated with assessing the returns on investments in major events, in particular from the perspective of the multiple stakeholders
ILO: Discipline-specific skills
- 4. relate in writing and verbally how the assessment of commercial opportunities and business propositions associated with events relate to wider principles of organizational management and marketing
- 5. connect the practitioner and academic knowledges on the business of events as they relate to the comparison of theory, concept and evidence
- 6. develop and present to an audience of peers through visual media succinct but critical material related to the business of events
ILO: Personal and key skills
- 7. synthesize, present and summarize a range of data, evidence and arguments in writing for academic and practitioner audiences
- 8. work autonomously alone and within a team to deliver a visual and verbal presentation in terms of time management, working to deadlines, and utilising a variety of sources
- 9. demonstrate appropriate and innovative use of ICT and IT, specifically through advanced presentation packages
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Feedback on video presentation||15 minutes||1-9||Verbal and written|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Coursework||50||2500||1-5, 7||Written feedback|
|Group video presentation||50||Group project presentation of fully edited YouTube presentation||1-9||Written feedback|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Coursework and Group Video Presentation||Individual Presentation||1-9||August|
- The changing nature of major events in the global sport industry.
- Business models and revenue streams from events
- New media and the communication of event messages
- Exploring issues of activation, rights and benefits
- The changing nature of event spaces and their management
- Principles and practices in bidding for sport events
- Leveraging the World Cup and Olympics as mega events
- Long-term commercialization strategies (Rugby World Cup)
- Examining the economic impacts of major events
- Security and ethics in the business of events
Indicative learning resources - Basic reading
Covell, D. and Walker, S. (2013) Managing Sport Organisations. Oxford: Butterworth-Heinemann.
Mallen, C. and Adams, L. (2013) Event Management in Sport, Recreation and Tourism: Theoretical and Practical Dimensions. London: Routledge.
Journal Article Reading and Other Further Reading
This module is also designed to be informed by cutting-edge research literature in peer-reviewed journals. Among the articles of relevance would be:
Daniels, M.J. et al (2004) ‘Estimating income effects of a sports tourism event.’ Annals of Tourism Research, 31(1): 180-199.
Emery, P. (2002) ‘Bidding to host a major sports event: the local organising committee perspective’, International Journal of Public Sector Management, 15(4): 316-335.
Essex, S. and Chalkley, B. (2004) ‘Mega-sporting events in urban and regional policy: a history of the Winter Olympics’, Planning Perspectives, 19: 201-232.
Gibson, H. et al (2003) ‘Small-scale event sport tourism: fans as tourists.’ Tourism Management, 24: 181-190.
Gursoy, D. and Kendall, K.W. (2006) ‘Hosting mega events: modeling locals’ support’, Annals of Tourism Research, 35(3): 603-623.
Gursoy, D. et al (2004) ‘Perceived impacts of festivals and special events by organizers: an extension and validation’, Tourism Management, 25: 171-181.
Jones, C. (2001) ‘Mega-events and host-region impacts: determining the true worth of the 1999 Rugby World Cup.’ International Journal of Tourism Research, 3: 241-251.
Jones, C. (2005) ‘Major events, networks and regional development’, Regional Studies, 39(2): 185-195.
Lee, C-K. and Taylor, T. (2005) ‘Critical reflections on the economic impact assessment of a mega-event: the case of 2002 FIFA World Cup’, Tourism Management, 26: 595-603.
Madden, J.R. (2002) ‘The economic consequences of the Sydney Olympics: the CREA/Arthur Andersen study.’ Current Issues in Tourism, 5(1): 7-21
O’Brien, D. (2006) ‘Event business leveraging: the Sydney 2000 Olympic Games.’ Annals of Tourism Research, 33(1): 240-261.
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