Professional Sports Assignment - Research Assignment C

Deliverable

Instructions
Research Assignment C

The Sports industry has had to pivot during the pandemic. Many sports had to stop, pause, reschedule, and /or change their event programming and engagement with Fans.

Fans and spectators for professional (and amateur) sporting events changed how the engaged and interacted with their sports teams both in-arenas and at home. This includes event programming within the sporting industry.

For this assignment, click and watch this webinar from LinkedIn.

SPX LinkedIn Live Session: The Next Generation of Sponsorship Activation by SponsorshipX

Original air date: Wednesday, December 15, 2021

During this session, they discussed the top 10 trends that will drive activation / programming in 2022 within Sports.

Speakers Include:

• Ricardo Fort, Sport by Fort Consulting
• Kati Kasch, LA28
• Kelly Higgins, U.S. Soccer Federation
• Kate Gordon, Visa
• Ryan Pasquale, The T1 Agency
• Moderator: Mark Harrison, SponsorshipX

Many of the presenters are sharing from their experiences as sponsors and what is important to them and their brand and some predictions of trends that may enter the sports (and sponsorship) industry in the future.

In last semester in Sponsorship development, we learned about how to prepare a sponsorship proposal.  This webinar ties into the activations

For this assignment, choose and share 1 of the trends that are presented in this webinar and expand on what event programming could look like.

tudents will be responsible for providing a report with the following information:

• Outline what trend you have chosen:
• Trend
• Brief description of it
• Presenter name and organization
• Provide why you chose this trend and why it stood out to you
• Provide a minimum of three (3) recommendations or ideas how your trend and any professional sport of can incorporate this trend in event programming.  

Be creative – this does not need to be in venue/arena. It can be virtual programming, social media engagement /programming or any other idea.

Why is this assignment important to you:
As future leaders in events, including the sport industry, you will be responsible for thinking of ways to engage programming for fan engagement and also to fulfill sponsorship and league brand commitments.  Tactics you learn about and recommend for the sport industry can also be transferable to other event industry as “fans” exist for many types of events.

Although this webinar is the opinion and predictions from a select few sports industry leaders, this assignment hopefully gets you thinking about how programming will change in the future - especially as it pertains to sports. 

Reports should be short and businesslike, and include the deliverable questions asked. Must be saved and submitted as a PDF file only. 

This assignment represents 5% (of the total 20%) of your overall grade for 21F --Event Programming (SEC. 401). Grading for the assignment will be as follows:

35%
Details of the trend from the webinar that you chose and why this trend stood out and appealed to you

15%
Understanding of impact of this trend can have on any sporting industry and fan engagement / programming.

35%

  Provide a minimum of three (3) recommendations or ideas how your trend in any professional sport of can be incorporated in event programming.     

15%
Presentation and quality of recommendations and/or ideas for future fan event programming.  Cover page/introduction, assignment name, date, file, student & professor name are all expected. Must be saved and submitted as a PDF file only

Now that we are familiar with the main event types, it is important to break down the different types of programming. There are three main categories of event programming and event planners must consider each.

Programming Types:

• Core
• Secondary

Sponsor-driven

Core Programming

Examples of core programming are easy to find. Concerts at a music festival, food at a food festival, or rides at a traditional fall fair are examples of core programming. 

The main programming of the event. Core programming is the primary reason why the event exists.

Secondary Programming

Other types of programming at an event that must be provided to support the core programming.

Event organizers need to plan and execute other types of programming that are outside of the core programming of an event. Examples would be food vendors at a music festival. Or background music at a food festival.

Sponsor-driven Programming

This is programming that exists primarily to meet the needs of the sponsors.

Often, programming at an event may appear to be core or secondary programming on the surface. However the programming could exist at the request of sponsors. Examples would be a dance school performing at a street festival or a finance seminar at a consumer show.