DIPLOMA IN CLUB

MANAGEMENT

Event
management
Pedro Correia
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Lecturer profile
INTRODUCTION

01. MSc in Marketing and Strategic Management

• Católica Lisbon School of Business and Economics
• ISCTE and Macao University

02. Working in sports and events for over 20 years

• 5 FIFA World Cups
• 4 UEFA European Championships
• Summer Olympic Games, Rugby World Cup, etc.
• Secretary-General Portuguese Football League

03. International Sports Consultant

• FIFA, UEFA, FIBA, CIES and other entities
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Agenda
INTRODUCTION

01 02 03
Event Planning for Typical operational
management Mega Sport Events areas in MSEs
in football (MSEs)

04 05 06
Details on selected Club services Communication
functional areas at the venue
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Event management
in football

4
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Event management
EVENT MANAGEMENT IN FOOTBALL

Congresses

Workshops

Galas

Draws

Single matches

Tournaments

Other types
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Factors influencing level of event delivery

EVENT MANAGEMENT IN FOOTBALL

Competition profile

Global revenues

What factors influence the form of

Organisers' rights
delivery of different event
competitions? Marketing complexity

Broadcast and media interests

Other factors
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Event management service levels

EVENT MANAGEMENT IN FOOTBALL

Delivery Strategic Service

Stakeholders
impact planning level
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Stakeholders
EVENT MANAGEMENT IN FOOTBALL

Media Broadcasters Players Participating teams FIFA

Hotel and airline Confederation Fans

Stadium owners
industries

Host cities Suppliers Country MA Sponsors

Host country Event staff

government

Other
Local population NGOs Corporate guests VIPs Local org. committee
groups
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Mega sport events

EVENT MANAGEMENT IN FOOTBALL

Attraction of large number of visitors Wide media reach

High cost level High impact on host country

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Event of choice
EVENT MANAGEMENT IN FOOTBALL
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Planning for Mega
Sport Events
MSEs
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Typical project phases

PLANNING FOR MSES

Conceptual or Strategic

Planning Event
Implementation

Post-event

Note: for smaller events the conceptual phase

is normally much shorter
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Main project responsibilities – Macro view

PLANNING FOR MSES

PROJECTS CONCEPTUAL PLANNING IMPLEMENTATION EVENT POST-EVENT

• MPP baseline
• Top-down approach
PROG • PMO guidelines
• Risk management process
• Risk assessment
• Support IPPs
• Reporting cycle
• GATES implemented
• Baseline & Gate monitoring
• Reporting
• Closure milestones & change
management
• Final closure milestones
• • Debrief process
Support operations
group • Analysis baseline
• Initial MPP

• Prepare debrief & BTS • Digital archiving

• Delivery project binders
KMGT • KMGT process defined
INFO • Internal & external com.
• LOC manual
• Thematic workshops
• • •
• Concept approval
Capture info & KPIs Observer program Debrief sessions
• Delivery Publications • Running BTS • EVENT debrief publ.
• Research needs
• TRS delivered • Capture documents • Preparation NEW Project
• Publication needs
• Manuals prepared binders

• Cost accounting structure • Revise concept • Forecasting

BUDG
& reporting process
• Purchase ordering system
• Strategic budget defined
• Integrated reporting
• Operational budget
• Forecasting & reporting
• Budget updates
• Cash-Flow management
• Invoicing process
• Debrief
• Last minute invoicing
• Final accounts & payments
• Petty cash fund
• KMGT activities

• All internal staff alloc.

• Initial staffing plan, EVTR • Baseline staffing plan • All staff recruited • After placement
WKFO, EVTR, TGM assessment, service levels • Concept revision
• Workshops
• ORE implementation • Debrief
• Change management
• Processes definition • Service levels agreed • WKFO management • KMGT activities
• WKFO manual

• Approval concept • Tendering & proc.

OTHER PROJECTS • Analysis project binder &
• Agreement service levels, • Site Visits
• Implementation plan • Dismantling
mandate • Functional training • Internal & external debriefs
(GENERIC) • Preparation concept &
operational budget & staffing • Operational manuals
• Venue setup • Payment suppliers
• Planning development • SOPs
bottom-up process • Running event • Finalize KMGT activities
• Reporting • Pre-tournament events
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Documentation to be produced
PLANNING FOR MSES

Macro versus Micro approach

Business Plan or strategy

Project charters or strategies

Operational concepts

Operational manuals

Implementations plans
 Typical project reporting system
PLANNING FOR MSES

• Align project reporting with

PLs and POs needs
Board of
Administration /
LEVEL 1 Steering Group
• Reporting cycle may vary
LEVEL 2 depending on planning phase
Management Project
Project Sponsor
Board / Project Management
(Ops Director)
Owners (PMO)
LEVEL 3 • Effective promotion RACI
approach
• Adjust reports to each level
LEVEL 4
Project Owner Project Owner Project Owner Project Owner Project Owner
needs
• Project and budget should be
connected
Project Project Project Project Project Project Project Project Project • Qualitative & quantitative
analysis
Leader Leader Leader Leader Leader Leader Leader Leader Leader

• Automation
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FCWC 2021 China – Stadium x

STADIUM EVALUATION DASHBOARD FOR ILLUSTRATION PURPOSES

Stadium Capacity

Guangdong Olympic Sports Centre 80.000 gross

Built 2001, multi purpose stadium With current seating quality100% usage
Two tiers stadium for international matches

Very weak Average

Stadium structure, bowl Spectator experience Average Safety and security Average Competition areas

Seats quality not sufficient for Cat 1 and
C-value under average due to athletic track
Hospitality, partly for spectators
Oval shape, seats not covered in North
Sufficient accessibility and amount of F&B
west behind goal
concessions stands and toilets
Convenient separate team Centrel
VOC / Stadium Control Room no pitch view
4 Team dressing rooms converted to two main
Two main security check points (South & North)
changing rooms
PA system & generator for safety available
Pitch in medium condition/6 groundsmen

Media experience Good VIP / VVIP /hospitality experience Good Technical installations & Services Average

One small, one big giant screen (4:3; 16:9)

Media Tribune to be built, preferably in upper tier
Big Press Conference room, potentially convertible to SMC
Mixed zone and Press Conference room can be allocated
Broadcast Compound identified, potentially need to be split
Pitch view studios in main tribune or North west
Main Camera platform not ideal – cage solution considered
3 VIP rooms can be merged into one lounge
PA / sound system available, insufficient for match entertainment
Seat tribune layout not suitable
4 lines Grid Power provision, one generator for safety
113 Sky boxes (58 opposite tribune, 37 main tribune, 15+2 south)
Mobile network 4G by multiple providers
Opportunities for indoor and outdoor hospitality facilities opposite
Internet connectivity bandwidth insufficient, multiple WIFI access points in main tribune
tribune
(currently disabled)
Floodlight sufficient (2000 horizontal/2000+vertical) Halogen

General comments – Availability/Quality – required infrastructural upgrades Very good Surrounding spaces Good

100% availability of the stadium, third parties lease and sub-lease in opposite and South east to be solved
Options to be assessed such as extension of tribunes, lowering pitch, stadium seats to be exchanged (cat1, hospitality) Metro station and bus stops available adjacent to stadium
LED floodlight, IT infrastructure, sound system upgrade needed Clear access routes for spectators / big ramps / big stairs
Convenient & sufficient space for Hospitality village but also indoor hospitality areas in level 3 opposite stand Potential crossover of Media, Teams, Spectators, VIP in South west
Media areas can be temporarily installed
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Venues – Status Stadiums

Critical issues
FOR ILLUSTRATION PURPOSES Concerns
No major concerns

• Most comprehensive Stadium renovation including outside areas and potential IBC location
• Hotel renovation including vertical and horizontal connection to stadium, roof extension and pitch lowering
Shanghai
confirmed
• Renovation schedule provided including Sports Complex and superimposed lower grandstand in stadium bowl

• Newly built 80.000 stadium, no pitch lowering wanted due to hosting of 19th Asian Games 2022
• Superimposed lower grandstand confirmed but no roof extension possible
Hangzhou
• Good wheelchair access proposal (stairs, ramps) and the only stadium with turnstiles and electronic access
control system

• No roof extension

Jinan • Pitch lowering proposed

• Lower tier grandstand extension proposed

• No proposal on roof extension documented and forwarded to FIFA

•
tianjin Pitch level recommended to stay since there is a state-of-the-art pitch construction built-in (vacuum ventilation )
• Confirmation for allocating temporary media areas and outdoor hospitality area on artificial water areas outside
the stadium
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Critical issues
Concerns
No major concerns

• No pitch lowering possible due to insufficient soil condition (rocks)

Dalian • Two options of stand extension (1. Adding temporary seat rows versus 2. superimposed stand) being assessed
• Roof extension air film structure (2nd proposal)

• No Pitch lowering if tournament would happen 2021

Shenyang • Lower tier grandstand extension

• Generic improvements of spaces for Teams, VIP/VVIP and Media confirmed

• Wuhan renovation plan process stagnated

Wuhan • Option: to be replaced by Shanghai Pudong Stadium

• No roof extension possible, mainly due to safety reasons and typhoon and storm risk
• Pitch lowering currently under discussion several options of superimposed lower grandstand (FIFA
Guangzhou feedback provided)
• Generic improvements of spaces for Teams, VIP/VVIP and Media confirmed
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Training site update evaluation summary

Critical issues
FOR ILLUSTRATION PURPOSES Concerns
No major concerns

• Shandong Luneng Taishan FC Training Site (2 pitches, 1 Team). Small upgrades required.

• Jinan International Racecourse 1 & 2 (4 pitches, 2 Teams). An update to the design proposal received. Training site has potential to accommodate
Jinan 2 Teams. FIFA has provided feedback to improve the flow, parking, no barriers between the two pitches. FIFA awaiting feedback.
• Shandong Provincial Sports Center Training Site (2 pitch, 1 Team). Requires some refurbishment to Team and Coaches dressing rooms along with
sanitary facilities.

• Century Park (2 pitches,1 Team), Qiantin Sports Center (2 pitches, 1 Team), Hoper Football Park (2 pitches, 1 Team) are three viable training sites
for Team use however confirmation for upgrades to meet FIFA requirements is required.

• Kangqiao Training Site (3 pitches,1 Team) is another potential training site. FIFA will need to visit the site to determine if it can be considered as a
Shanghai number of upgrades are required.

• Yuanshen Sports Center Stadium (2 pitches), has potential to a Referee training site but the additional pitch does not meet standard pitch area of
111m x 74m.
• Last week, CFA presented four additional training sites (Shanghai Citizen Sports Park, Shanghai Lingang Fengxian Football Training Base,
Shanghai Oriental Land Sports Training Base and Jinshan Sports Center) to be visited the next time FIFA is in China to determine if they can be
considered.

• Shenyang Urban Construction College (4 pitches, 2 Teams) viable training site for 2 Teams but confirmation on upgrades to permanent/temporary
facilities site access for Media/ & Invited Guests, and the location of a temporary structure for press conference and stands is required. FIFA will
Shenyang need to visit the site to get a better understanding of site access and space planning.
• Baye Training Base of Liaoning Sports Bureau (2 pitches, 1 Team) viable training site for 1 Team. Awaiting to receive confirmation from CFA on
renovations/upgrades required to meet FIFA requirements.
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Typical operational
areas in MSEs
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Operations inside the venue

OP E R AT I ONAL AR E AS I N MS E S
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Host cities operations

OPERATIONAL AREAS IN MSES

The functional areas / projects in a MSE
OPERATIONAL AREAS IN MSES
• Venue & Stadium Management
• Technical & Overlay Services
• Maps and Plans
• Safety & Security
• Ticketing
• Accreditation
• Hospitality
• Event & Stadium Logistics
• Media Operations
• Host Broadcasting-Production
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• Team Services
• Competitions
• Accommodation
• Medical & Doping
• Communication
• Transporting and Parking
• Digital & Website
• Technology & Football Innovation
• Fan Zone
• Ceremonies & Entertainment
• Sustainability
• Spectator Services
• Workforce
• VIPs Services
• Project Management
• Signage
• Budget Management
• Marketing Operations
• Legal
• Rights Protection
• Other projects
• Volunteers
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Variations in requirements
OPERATIONAL AREAS IN MSEs

Stadium capacity > 1,000

(seats) 50,000 – 80,000

50 – 300
VIP seats
300 – 1,200

0 – 1,000
Hospitality seats
3,000 – 20,000

0 – 100
Volunteers
500 – 1,500

20 - 300
Stewards
500 – 1,000

Ev ave 1,000 – Eh ave 1,400

Floodlights (lux)
Ev ave 1,400 – Eh ave 2,000

League level World Cup level

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Variations in requirements
OPERATIONAL AREAS IN MSEs

500
TV compound (sqm)
2,000 – 8,000

Camera plan – 5 – 20
no. cameras 20 – 35

Flash interview 1–2

positions 5 – 10

0–1
Super flash positions
2

Constituent groups 5 - 20
parking places 1,500 – 6,000

League level World Cup level

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Details on selected
Functional Areas
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Venue management
DETAILS ON FUNCTIONAL AREAS

• Ensure venue readiness

• Operations & Infrastructure

• Coordinate cross-functional activities within the venue - VOC

• Joint responsibility with other projects:
• The project is global
• Find compromises
• Efficiency and synergies across all parties

• Guarantee good communication with all parties (FIFA, LOC,

HC, Stadium, etc.)
• Issue resolution and arbitration
• Deliver standard operations and level of services to all clients
across all venues
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Venue management – FIFA venue structure

DETAILS ON FUNCTIONAL AREAS

FIFA General
Coordinator

FIFA Competitions LOC Venue

Coordinator Manager

FIFA functional area FIFA functional area FIFA functional area

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Venue management – LOC venue structure

DETAILS ON FUNCTIONAL AREAS
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Technical services & overlay

DETAILS ON FUNCTIONAL AREAS

FIFA World Cup requirements are higher than standard event requirements

Back-up power

Waste management

Water

Technical equipment

Sound system

Other requirements
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Technical services & overlay

DETAILS ON FUNCTIONAL AREAS

Media room: regular match versus FIFA World Cup match

Area Non – FIFA Event FIFA World Cup (group stage)

Media Tribune 100 seats 600 + 200 observer seats
Press Conference Room 50-80 people 200 people
Media Centre 30-50 people 300 people (1,500m2)
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Safety & security

DETAILS ON FUNCTIONAL AREAS

Private security - stewards

Public security

Medical services

Team security liaison officers

Traffic perimeters

Other aspects
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Safety & security

DETAILS ON FUNCTIONAL AREAS

Traffic perimeter
VPC (visual)
Directional signs
Security perimeter provided by
SIGN
VPC (scan / visual)
Inner perimeter Pedestrian signs
provided by
SIGN

Road signs
provided by
HC

VPC Vehicles Point

Check

Venue Access
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Safety & security

DETAILS ON FUNCTIONAL AREAS
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Competitions management
DETAILS ON FUNCTIONAL AREAS

Match schedule

Competition regulations

Competition areas

Liaison with teams

Liaison with other match

officials

Countdown to kick-off

Other aspects
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Competitions management
DETAILS ON FUNCTIONAL AREAS
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Competitions management
DETAILS ON FUNCTIONAL AREAS
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Ticketing
DETAILS ON FUNCTIONAL AREAS

Quota management

Sales general public

Participating teams

Ticket production & distribution

Last minute sales

Access management

Ticketing venue management

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Ticketing – categorisation & pricing

DETAILS ON FUNCTIONAL AREAS
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Ticketing – the tickets

DETAILS ON FUNCTIONAL AREAS
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Ticketing – validation process

DETAILS ON FUNCTIONAL AREAS

Approaching security
perimeter

MAG&BAG

Turnstile-ticket
validation

Stadium
REFUSAL
REASON
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Fan experience
DETAILS ON FUNCTIONAL AREAS

Host City Related Stadium Related

Host City Atmosphere

Public Signage/ Turnstile Row

Transport Wayfinding and/or Gate and Seat
Mag&Bag Level and
Block
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Fan zones
DETAILS ON FUNCTIONAL AREAS
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Ceremonies & fantertainment

DETAILS ON FUNCTIONAL AREAS
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Club services
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Club services

01 Pre-tournament site visits

02 Ticketing & selling facilities

03 Team base camps

04 Team buses

05 Venue specific training centres

06 Venue specific hotels

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Club services

Host Country Team Liaison Team Security

arrival Officer Liaison Officer
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Communication at
the venue

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Communication at the stadium

COMMUNICATION AT THE VENUE

The principle is that the team in the stadium is self-sufficient and solves most of the stadium's issues and
challenges. The escalation of decision should only happen in crisis situations – some pre-identified.

Bench during match

FIFA General LOC Stadium
PMAs Stadium Staff
Coordinator Manager
TLO

FIFA Competition FIFA Venue LOC Venue Manager

Coordinator Manager Coordinator / Assistant
Bench during match
FIFA Functional LOC Functional
Areas Areas
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Venue reporting system

COMMUNICATION AT THE VENUE

FIFA & LOC EVENT

FIFA & LOC HQ MANAGEMENT

MEDIA MARKETING TV SECURITY HOSPITALITY ETC.

FIFA LOC
LOC VM

MEDIA MARKETING TV SECURITY HOSPITALITY ETC.

VENUE FUNCTIONAL AREAS Joint reports FIFA Extranet

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Venue reporting system

COMMUNICATION AT THE VENUE

Stadium crisis management
COMMUNICATION AT THE VENUE
Whoever becomes aware of possible threat to regular organisation of the match informs FIFA General Coordinator (GC)
GC to inform FIFA
3 – GC to consult FIFA HQ if Crisis Group needs
Media Officer about
possible delay
FMO informs:
- Press & Media
depending on the issues
- Broadcasters
(also find proposed)
reschedule time
7 – GC to inform: Teams, FIFA members & staff
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1 – Identify crisis
2 – Inform FIFA General Coordinator
GC to inform LOC
Venue Manager about
to be invovled and definition next steps
possible delay
4 – GC to call the Crisis Groups members,
consisting of:
FIFA Competitions, GC, Media Officer, Security
Officer
LOC Venue Manager, Security Authorities
Referee (if needed and appropriate)
FIFA HQ informs
5 – GC to communicate results of Crisis
respective functional
Management meeting to FIFA HQ for decision
areas
6 – GC to inform FMO & LOC VM
(who also coordinates with HQ)
LOC VM informs:
- Security authorities
- Stadium authorities
- Stadium & LOC staff
 Key learnings

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Key learnings
EVENT MANAGEMENT

The importance of defining service levels for the different constituent groups
The importance of planning and the necessary phases in a Mega Sport Event

The project reporting mechanisms for an event

The typical functional areas existing in a MSE

The normal services provided to participating clubs in a FIFA tournament

The importance of a communication system at the venue

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Thank you!