This week we hosted our annual Event Managers Workshop at the beautiful town hall in Sheffield, bringing together over 100 events professionals for two days of learning and connecting. Our flagship knowledge transfer programme is designed for those delivering major sports events in the UK.
Bev Ward, Major Events Lead (UK Sport), kicked off day one by bringing to life our new major event strategic framework, Making Live Sport Matter (https://bit.ly/3QsshPM).
Launched in March 2024, this framework is founded on a core belief that live sport is a fundamental part of our country’s social fabric and details five guiding principles to ensure that we do more to protect and widen the provision of live sport in the UK.
On day one delegates heard how Host Cities and National Governing Bodies (NGBs) are creating their major event strategies to deliver long-term outcomes, with practical takeaways. Attendees then spent the afternoon at the World Boxing Cup Finals and British Figure Skating Championships (British Ice Skating), providing them with an exciting opportunity to hear from those involved and to see behind the scenes of both a summer and winter sport – as well as being able to watch fantastic live sport.
Two of the delegates even had a chance to experience the life of a boxer, taking part in a warm-up and being announced into the ring. Both Sam Matthews (MCRactive) and Chris Miller (Badminton England), played their roles well, and had the chance to meet Frazer Clarke and Lauren Price, Team GB medallists from Tokyo.
The agenda for day two focussed on the themes of reach and resonance with the day delivered in partnership with international sports marketing agency Two Circles and social care charity Community Integrated Care.
We were delighted to be joined by Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 head of ticketing, Capucine Bernet, for an enlightening panel discussion on the marketing and ticket techniques that underpinned the Games and how these could be applied to events of all sizes. The day concluded with presentations and top tips on how to appeal to core and casual sport fans, how to deliver extraordinary spectator experiences, and how to plan an inclusive and accessible event.
The workshop enabled delegates to meet, network and share ideas with peers from across our sport and host city network and after unprecedented demand for this year’s edition our attention is now turning to planning for 2025.
UK Sport’s calendar of Knowledge Transfer events and more information about our annual Event Partners Day on 19 March 2025 will be revealed soon.
If you’re interested in being part of our Knowledge Transfer programme, please email us at knowledge.transfer@uksport.gov.uk with your name, job title and organisation.
#Sports #MajorEvents #Events #EventManager | Sheffield City Council