This module covers the design, planning, and execution of sports events in various formats – from international major events and urban community events to digital and hybrid fan experiences. The focus is on sports events as strategic communication platforms, economic drivers, and societal experience spaces. Topics include event typologies, strategic event design, fan experience and experience design, event marketing and communication, hospitality and stakeholder management, stadium and infrastructure management, digital and hybrid event formats, as well as safety management and crisis planning. Selected case studies and best practices from national and international sports events are also analyzed.
- Differentiate between various types of sports events and assess their requirements
- Develop strategic event concepts addressing objectives, target groups, and storytelling
- Design fan experiences and event experiences professionally, planning relevant touchpoints
- Conceptualize event marketing and communication measures and integrate them into reach & media strategies
- Implement hospitality and stakeholder management for sponsors, institutions, and audiences
- Consider key infrastructure requirements such as logistics, catering, safety, and digital services
- Develop digital and hybrid event formats, including interactive and gamified elements
- Identify risks and crisis scenarios and derive appropriate management measures
- Apply insights from international case studies to their own event projects