Strategic Sports Event Management

Learn how to design and deliver impactful sports events with lasting legacy outcomes.

Strategic Sports Event Management by Paul Walters is a practical textbook for undergraduate students studying events, sport management and related disciplines. Aligned with core modules in sports event planning and delivery, it provides a structured foundation for understanding how to design, manage and evaluate successful events in a global and evolving industry.

This textbook introduces the fundamentals of sports events, including market dynamics, industry trends, economic impact and the role of key stakeholders. It guides students through strategic and ethical planning processes, with a strong focus on aligning events to the UN Sustainable Development Goals and delivering meaningful legacy outcomes. Financial planning, sponsorship and corporate partnerships are explored alongside emerging developments such as AI, blockchain, fan engagement and the rapid growth of esports, helping students understand how digital transformation is reshaping the sector.

This textbook includes:
- Strategic frameworks for planning and evaluating sports events and their legacy
- Real-world examples from global and community sports events, such as the Olympic Games (Athens, London, Tokyo, Paris and Los Angeles), the Commonwealth Games, the Premier League and Wimbledon
- Reflective questions and practitioner insights to support critical thinking
- Practical tools, templates and assessment activities for applied learning
- Online resources including lecturer slides and video interviews

Whether studying event management or preparing for a career in sport management, this textbook equips students with the knowledge and practical capabilities to design, deliver and evaluate successful sports events.