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One of the major challenges that sports events must manage when planning is how they are going to fund the event.

Typically the level of finance available to major well known events is extremely high as sponsors see the high engagement rates of these events as a marketing opportunity.

Smaller events on the other hand may need to raise funds themselves in creative ways and be far more frugal in the way they spend their funds (Ranjan, 2016).

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Allen, J et al., (2014) 'Sport event volunteers’ engagement: management matters'. Managing Leisure, 19 (1) , pp. 36–50

Casper, J et al., (2014) 'Environmental sustainability in sport: Current state and future trends'. Global Journal on Advances in Pure & Applied Sciences. 3(1) pp. 9-14.

Fernandez, J et al., (2023) 'Social media hook sports events: a systematic review of engagement', Communication and Society. 36(3) pp. 133-151

Filo, K (2020) 'Charity sport event participants and fundraising: An examination of constraints and negotiation strategies', Sport Management Review, 23 (3), pp. 387-400

Hill, B et al., (2015) 'RAISING ENVIRONMENTAL RESPONSIBILITY AND SUSTAINABILITY FOR SPORT EVENTS: A SYSTEMATIC REVIEW'. International Journal of Event Management Research. 10 (1) pp. 1-11

IOC (2025) 'Sustainability'. Available at-Olympic Sustainability - The IOC Sustainability Strategy  Accessed on- 07/05/2025

Keele University (2024) 'New bus service trial arrives at Keele'. Available at- New K Service - Keele University. Accessed on- 12/05/2025

Kim, E (2018) 'A systematic review of motivation of sport event volunteers'. World Leisure Journal, 60 (4) pp. 306-329.

Nazari, L (2019) 'The Relationship between Environmental Knowledge and Sport Event Organizers' Support for Sustainable Management in Sport', New Approaches in Sport Sciences (NASS), 1 (2), pp. 109-120,

Petrovic, L et al., (2015) 'Emerging technologies and sports events'. Innovative information and communication solutions. 5 (2), pp. 175-190

Pott, C et al., (2023) 'Managing logistics in sport: a comprehensive systematic literature review'. Management Review Quarterly. 74 (1) pp.2341-2400

Rabadi, G et al., (2015) 'Planning and management of major sporting events: a survey'. International Journal of Planning and Scheduling, 2 (2) pp.154-178

Ranjan, W (2016) 'A Study of Analysis and Evaluate Issues and Challenges in Sport Events'. Journal of Sports and Physical Education. 3 (4) pp. 25-29

Zhang, J et al., (2018) 'The sport industry in growing economies: critical issues and challenges'. International Journal of Sports Marketing and Sponsorship. 19 (2) pp. 110-126

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Although there are several ways to fund a local event, many people may result to borrowing money, with fundraising often not being efficient enough to fund larger local and national events (Zhang et al., 2018)

Borrowing can be a useful tool, when done correctly. Proper budgets should be drawn up in advance with costs of staff, venue and other logistical areas being included. It is vital that borrowing is not done lightly as if the event is not as profitable as expected, it puts the planner in a difficult financial situation.

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There are countless Logistical factors that need to be taken into account to plan a successful event. The most important of course is a suitable and ethical venue. Finding a venue that has all the necessary facilities for the event should be priority (Pott et al., 2023).

On top of this the event planners must take into account the complete running of the event, including the management of athletes, fans and officials. They may also require co-ordination with third party organizations like medics, security and media, depending on the size of the event (Rabadi et al., 2015).

These logistical factors are vital to the success of a sports event, if not done effectively it could cause the event to run poorly or cause major deficits in the financial planning.

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Large sporting events use up a lot of energy, generate a massive amount of waste and encourage large scale travel. However, in recent years there has been an growth in sustainable sporting events, focused on environmental responsibility (Casper et al., 2014).

At major events, stadiums are being built with more renewable materials and the building processes being made up of as many sustainable practices as possible (Hill et al., 2015).

Waste and extended travel are typically being discouraged at many sports events with many sports organizers including some of the biggest in the world like the IOC, working on environmental schemes (IOC, 2025).

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Technology has become a vital part of almost all high level sports events for precision refereeing, game analysis and even sponsorship advertising. These trends in technology within sports events are now expectations of many fans and so event organizers must try to keep up to keep spectators satisfied (Petrovic et al., 2015).

These new technologies coming through are only going to become more advanced and have the power to benefit almost all stakeholders of an event, meaning including them in an events plan is vital for success at large events.

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Social Media and New Marketing Opportunities

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Social Media and New Marketing Opportunities

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The growth of social media in the last decade, has allowed for many marketing opportunities to grow for sports events.

Fans engagement with sports events on social media allow for the event to be enjoyed by fans all over the world, at all times. Many events are taking advantage of this and consistently posting best moments, analysis, or other entertainment pieces surrounding their events (Fernandez et al., 2023).

Events planners should take advantage of social media, as it gives direct platforms to large amounts of potential fans.

Event organizers can use social media tagging alongside fan and participants. For events with slightly higher budgets, social media competitions could also be used to promote the event to a wider audience.

However, when using social media to promote an event it is important to be cautious with what is being posted. If there is an controversy connected to the event through social media it could damage the success of it.

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The basic idea for my event is a Fun Run through the Keele campus. Any profits from the event will go towards Keele's efforts towards environmental sustainability.

The event will take places with 3 categories, a 1km for children and a 10km for adults and students. There will be awards in the form of trophies for the 1st, 2nd and 3rd from each event, in both male and female categories.

It will be open to both the public and students of the university with societies being heavily encouraged to take part where possible.

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The event will be funded through both donations and payments to participate in the races. Spectators will be able to attend for free however will be encouraged to donate anything they can towards the cause.

With participants being charged to take part in the race it gives a clear indicator on the number of participants needed to breakeven on the event and the price they will be charged.

Asking for donations from people who attend the event but do not compete then simply adds directly to the cause. This is a beneficial way of raising finance for charitable style events like the fun run as it offers an opportunity for community engagement (Filo, 2020).

Funding the event in this way also means that borrowing is not necessary. This is important as taking on loans would be far to high risk for an small local event that's profits are to be invested in an ethical goal.

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We will set the Keele Students Union and the Car park around it as a base for the event, the car park will be converted into an area to park bicycles to encourage a cleaner form of transport from attendees.

Keele University also has bus transports scheme with Newcastle council in which a £371,000 investment from the council means that there are subsidized fairs in and out of the University, this encourages public transport into the event (Keele University, 2024) This is vital for an environmental event as it reduces the amount of carbon emissions that are emitted from people traveling to our event (Nazari, 2019).

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Volunteers are an essential part of both major global sporting events and small local competitions (Allen et al., 2014). This is something our event will take advantage of, with an entirely voluntary workforce.

People's motivations for volunteering for sports events vary, however the main reasons are to benefit their own community, which will be targeted on our social medias and to develop themselves (Kim, 2018)