🏟️ From Vision to Legacy: Why Strategic Planning is the Backbone of Great Sports Events

In today’s fast-paced and commercially driven sports industry, organizing a successful event goes far beyond securing a venue and scheduling matches. Whether it’s a global event like the Olympics or a grassroots youth competition, every sports event holds the potential to generate meaningful economic, social, and cultural value. The question is—how do we unlock that potential?

The answer lies in strategic planning.

Sports Events: Catalysts for Growth

As emphasized in Strategic Sports Event Management by Guy Masterman, sports events are unique in their ability to inspire public interest, attract investment, and elevate community spirit. But without strategic foresight, even the largest events risk becoming missed opportunities or, worse, long-term financial burdens.

Take Sydney’s Stadium Australia, for example. Built for the 2000 Olympic Games, it has since struggled to find sustainable use and financial stability. Similarly, Sheffield continues to service the debts incurred from hosting the 1991 World Student Games. These cases underline a simple truth: execution without strategy is costly.

Strategic Thinking in Practice

A truly strategic approach integrates planning across multiple dimensions:

• Economic Impact: Events can bring tourism revenue, job creation, and local investment—but only if stakeholders are engaged and value chains are mapped early.

• Legacy Planning: From repurposed venues to increased participation in sports, legacy must be part of the event’s design—not an afterthought.

• Stakeholder Alignment: As shown in Managing Sport Events by Greenwell et al., understanding the needs of sponsors, spectators, athletes, and communities is key to long-term success.

• Marketing & Communications: The strategic use of digital platforms and media partnerships, as explored in The Business of Sport Management, can shape public perception and drive ticket sales.

Strategic Event Management: A Professional Imperative

Too often, event planning in sport is reactionary. We focus on logistics and timelines, forgetting that events can—and should—serve broader organizational or national goals. This is where the field of sport event management must evolve.

From municipal authorities to private event organizers, the industry must prioritize:

• Data-informed feasibility studies

• Multi-year event portfolios

• Integrated marketing strategies

• Post-event evaluation and knowledge transfer

Final Thoughts

Strategic sports event management is not just for mega-events—it’s for every event. By embedding strategy into the DNA of planning and delivery, we ensure our events become platforms for progress and not just performances.

As practitioners, let’s challenge ourselves to think bigger. Let’s move from “event management” to event leadership—driven by purpose, powered by planning, and measured by impact.

About the Author Dr. Zied Abbes is a sport event strategist, swimming educator, and consultant with over a decade of experience in international competitions and Olympic-level event management. He is currently an expert at the Qatar Olympic Committee.