Advanced Certificate in Sports Event Management - London, Thursdays

This Advanced Certificate in Sports Event Management is ideal for those who:

• Want to develop a career in sports events through a programme covering both core planning skills and more advanced industry considerations.

• Work for a sports club, team, association, governing body or community organisation and have responsibility for organising events.

• Hold junior sports, venue or event roles and want to broaden their knowledge to support career progression.

• Have event management experience and wish to develop a specialism in sporting events.

• Want a stronger understanding of the commercial, promotional and stakeholder relationships behind successful sports events.

Students studying this Sports Event Management course will benefit from:

• Face-to-face tuition from industry professionals.

• A structured progression from core event planning to advanced sports event management topics.

• Small-group learning with opportunities for discussion and individual feedback.

• Practical exploration of sports event scenarios and industry examples.

• Venue and stadium site visits, subject to availability.

• Opportunities to exchange ideas with students bringing different experiences and perspectives.

• A weekly study format that allows time to develop a sports event planning project.

• Learning in London, with its diverse sporting venues and international event heritage.

The Sports Event Industry

• The role of a sports event manager; industry working conditions and work ethics; aptitude for sports event management.

• Developing and updating knowledge and skills; sporting event associations and organisations.

• Finding and progressing in sports event management careers; trends in staging sporting events.

 

Sports Event Planning and Coordination

• Pre-planning for sporting events; developing budgets, timelines, checklists and itineraries, resourcing including equipment, staff and volunteers

• Event technology and systems

• Sports event managers’ responsibilities during build-up, including briefings; on-the-day management; breakdown, including debriefs; and post-event activities.

 

Health & Safety, Risk Assessment and Contingency Planning

• Preparing risk assessments for sporting events.

• Contingency planning for sporting events.

• Health and safety considerations.

 

Venues and Locations

• Sourcing and securing sports venues, stadiums and locations.

• Location site visits and evaluation; coordinating with venues and stadiums.

• Working for a stadium or sports venue — responsibilities and coordinating with sporting teams and organisations.

 

Coordinating Sports Events Services and Suppliers

• Types of sporting event suppliers; sourcing and selecting sports event suppliers, services and contractors.

• Basics of contracting; coordinating and monitoring supplier activities.

• Hospitality options for sporting events.

 

Sports Event Evaluation

• Measuring sports event success.

• Sports event evaluation.

• Using evaluation findings to make recommendations for future events.

 

Sports Event Feasibility

• Sporting event feasibility factors; establishing sports event goals and objectives.

• Setting criteria for sports event success; identifying required resources.

• Applicable legalities and permissions.

 

Relationship Management

• Identifying stakeholders

• Effective communication and working with a rnage of stakeholders.

 

Sports Event Marketing and Promotions

• Identifying target audiences, developing event positioning and creating sports event marketing plans.

• Promoting events through digital channels, social media, clubs, athletes, ambassadors and community networks.

• Planning ticketing and registration campaigns; monitoring audience engagement, ticket sales and promotional results.

 

Sponsorships and Partnerships

• Identifying potential sponsors and partners; understanding their objectives and developing sponsorship packages and proposals.

• Coordinating sponsorship rights, branding, activation, hospitality and in-kind partnerships.

• Managing partner relationships, delivering agreed benefits and evaluating sponsorship outcomes.

 

Broadcasting, Media and Accreditation

• Coordinating broadcast requirements, filming access, camera positions and technical facilities with event and competition schedules.

• Planning media facilities, press information, interviews, press conferences and athlete access.

• Managing accreditation applications, credentials, access categories and restricted areas for media and broadcast teams.

 

Major Sports Event Considerations

• Understanding bidding, hosting obligations and governance; coordinating governing bodies, rights holders and delivery partners.

• Planning across multiple venues and competition schedules, including team services, transport, accommodation, security and contingency arrangements.

• Considering accessibility, spectator experience, sustainability, host-community impact and event legacy.

Your Sports Event Management course fees include:

 

• Registration, tuition, assessment and certification
   
• Venue/stadium site visits (subject to availability)
   
• Membership of our private LinkedIn Alumni group - with volunteering and employment updates and opportunities
   
• Digital copies of course materials, templates and guides 
   
• Advanced Certificate in Sports Event Management awarded by The Event School London on completion of 80% attendance and a Pass Mark on the sports event planning project

The following entry requirements apply:

 

• Minimum age: 18
• Competent English language skills (comprehension, written, reading and spoken)

Site visits provide an opportunity to connect classroom learning with the practical operation of sports venues and event locations.

Students learn to consider how venue layout, access, spectator facilities, operational spaces and services influence sports event planning and delivery.

Visits also provide context for understanding the different requirements of participants, event teams, hospitality guests, media and spectators.

Venue and stadium visits are subject to availability.

Past course students have undertaken site tours of:
 

• London (Olympic) Stadium
• Wimbledon
• Wembley Stadium
• Lords Cricket Ground
• Lee Valley Hockey and Tennis Centre
• London Aquatic Centre
• Copper Box Arena
• Chelsea FC Stadium
• ExCeL London 
• Fulham FC
• Allianz (Twickenham) Stadium