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The Sports Event Management and Marketing Playbook

ISBN: 978-0-471-46007-7
496 pages
September 2004, ©2005
The Sports Event Management and Marketing Playbook (0471460079) cover image


"To know how to orchestrate a sports event is to know how our industry works. The NHL, under Frank Supovitz's stewardship, has been a consistent leader at making its events grow its business and enhance its brand."
— Mike Golub, Senior Vice President of Business Operations for the NBA Memphis Grizzlies

"The Sports Event Management and Marketing Playbook is a step-by-step guide designed to help you stage events that surpass their goals, whether at your community's recreation center or in front of a world-wide television audience."
— Wayne Gretsky

The Sports Event Management and Marketing Playbook is a step-by-step guide for the real world, offering expert advice on how to properly build sports events into successful and financially viable properties. Authored by a successful professional who's in the trenches every day, this helpful resource offers both first-time planners and seasoned organizers with the expertise and framework for staging top-quality sports events at any level — from the community to world-class.

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Table of Contents


Series Editor Foreword.




Play 1: Defining and Developing Objectives, Strategies, and Tactics.

Play 2: Identifying Costs.

Play 3: Identifying Revenue Streams.

Play 4: Soliciting and Selecting Host Cities and Venues.

Play 5: Starting the Clock on the Sports Event Planning Process.

Play 6: Understanding the Sports Event–Sponsor Relationship.

Play 7: Teaming with Sponsors.

Play 8: Maximizing and Servicing the Media Partnership.

Play 9: Activating the Sports Event Marketing Plan.

Play 10: Engaging the Community.

Play 11: Accommodating and Managing Guests.

Play 12: Presenting Your Event.

Play 13: Working with Broadcasters.

Play 14: Managing for the Unexpected.

Play 15: Reviewing the Game Tapes.

Appendix 1: Event Expense Budget Worksheet.

Appendix 2: Sample Host City Request for Proposal.

Appendix 3: Request for Proposal Evaluation Form.

Appendix 4: Facility Selection Survey Form.

Appendix 5: Sample Facility Event License Agreement.

Appendix 6: Sample Sports Event Sponsorship Deck.

Appendix 7: Sample Sponsorship Agreement.

Appendix 8: Sports Event Participant Release.

Appendix 9: Sample Sports Event Rundown.

Appendix 10: Glossary of Common Sports Event Management and Marketing Terms.


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Author Information

FRANK SUPOVITZ has produced more than 150 major live and televised sports and entertainment events in North America, Europe, and Japan. His credits include the NFL Super Bowl Halftime Spectacular, the Olympic Festival Opening Ceremonies, and the NHL All-Star Game. He is currently in his fourteenth season leading the National Hockey League’s events and entertainment department.
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The Wiley Advantage

  • Provides a broad, comprehensive overview of how to begin visioning, planning, funding, and ultimately producing sports events.
  • "Stories from the Sidelines" give professionals and students real life examples of the development, management and execution of sports events.
  • "Coach's Clipboard" feature questions and thought-provoking intellectual exercises designed to build confidence in the student by applying the lessons of the chapter to hypothetical situations.
  • Practical checklists, tables, figures, and forms included in each chapter.
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The Sports Event Management and Marketing Playbook (US $89.95)

-and- Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, 2nd Edition (US $70.00)

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Discounted Price: US $119.96 (Save: US $39.99)

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