Stakeholder analysis is one of the most crucial aspects of events management. It is imperative to note that the main stakeholders are the primary contacts or people who are required to run an event successfully. There are different types of stakeholders depending on the type of an event that is being organized. In essence, there are four types of events namely; mega-events, hallmark events, major events, and community events. According to Masterman, an event plan is “a compulsory document that must be offered by the Event Organizer of medium risk events. The Plan should detail the planning elements of an event and incorporate all key stakeholders and aspects of the event being organized” (Masterman, 2014). Thus, the information above is a clear suggestion that involving stakeholders in any event planning is vital to its success.
For this case, I will use an example of a major event that is a football match. In a football event, there are several categories of stakeholders that play a vital role in the success of the event. One of the most significant categories of stakeholders are the sponsors. The sponsors provide the necessary funds that are useful in the smooth running of the football event. The most common examples of sponsors of football events are banks, private organizations, and betting companies. These companies benefit a lot from such events since they market their products and services to large number of potential customers watching the event live or via mass media platforms such as television. The second type of stakeholders is the staff whereby they are categorized in different departments. In a football event, there is staff responsible for the sitting arrangement, emergency, overall game, etc. other types of stakeholders include the planning committee, emergency management providers, logistical companies, key promotional sources, and several others (Allen at al., 2012).
The planning committee play a vital role in event management especially in sports events such as football. There are several issues that need to be strategized for the success of such event. One of the most significant strategy that must be well organized concerns the finances of the event. The planning committee must be in a better position to plan the expected expenditure and the expected returns from the event. Such planning and strategies are crucial in ensuring that the events are run smoothly and in an economically feasible manner. The planning committee therefore must be a team of people with knowledge and expertise in such areas. On the other hand, emergency management providers are key stakeholders when issues such as accidents, conflicts, and related activities occur during the event (Emery, 2008). For instance, first aid providers must be available in a football event to ensure that rescue operations are carried out efficiently in case the unexpected happens. In addition to the above, police department ensures that security is maintained and any cases that can breach security are dealt with accordingly.
Event management process is vital in a major event such as a football match for various reasons. The first reason is that a football match attracts a large number of spectators which include the fans and special guests. These audiences are key stakeholders that must be taken cared of during the event management. For instance, the staff or event organizers must ensure that the sitting space is enough to avoid overcrowding. The second reason is that such a major event attracts media attention. Most of the football matches are broadcasted live on mass media platforms such as Televisions channels, radios, and online streaming (Damster & Tassiopoulos, 2005). This is a clear indication that the media as well is part of the key stakeholders. Stakeholder analysis in such an event thus ensures that the media staff is given conducive places to take the videos and photographs. Therefore, lack of stakeholder analysis or a poor one will lock down such issues leading to poor coverage of the event.
In addition to the above, a major event such a football match brings various economic benefits. One of the most crucial economic benefits is that the sales in the businesses within the venue of the match will be boosted. This is because the fans and other people attending the match are potential customers. Another way in which such a match is beneficial in economic aspects is that if the event is broadcasted live on media such as TV people who did not attend have to subscribe to the channels to be able to watch. In such a case, a lot of money is generated leading to the rise in the economy. Finally, it is profound noting that if the football event is of national levels, it brings substantial exposure to the whole world. as such, it can act as one of the significant ways of attracting tourists who like watching the sport. Thus, stakeholder analysis ensures that all the stakeholders are figured in the event to ensure smooth running (Masterman, 2014).
Consequently, it is clear that there is a strong relationship between event management and stakeholders. The stakeholders are the vital contacts that are required for the successfully running of the event. As such, they must be informed of all the plans concerning the event. For instance, the sponsors must have information such as the number of fans attending the football match. I addition to the above, they have to know the media coverage planned so that they can organize their adverts well. The fans also are crucial stakeholders in a football match, and they must have information such as the price of the tickets, the venue of the match, time, and other facts. This is a clear indication that there is a substantial need to have a proper understanding between the internal and external stakeholders attached to a football event. As well, the event organizers must have a clear event concept whereby Allen at al., assert that “the concept must be capable of achieving the event’s purpose, flexible enough to satisfy all stakeholders and achievable within available resources” (Allen at al., 2012).
There are several risks associated with the failure of the event’s organizers liaising with the stakeholders. One of the most crucial risks is that the event will not run as expected. The other risk is that there will be low or no economic benefit achieved in such an event. In our case, the fans are the primary stakeholders in a football match. These people must be informed the prices of the tickets, the venue, and the time of the game. If the organizers fail to avail this information promptly few or no, people might attend the match. In such a case, they will not be able to earn the money from the tickets, and they will end up running into losses (Gursoy, Kim & Uysal, 2004). In addition to the above, the sponsors must be informed of the match earlier so that they prepare the necessary funding on time. failure to inform them earlier will mean that the organizers of the event will not have the funds run the game accordingly.
The other risks of not working with the stakeholders might arise in cases of an emergency such as fights between the opponent fans. Event organizers in a football match must ensure that they work closely with emergency companies such as the police and ambulance services. In the case of fights and the police are not available the worse can happen. The property will be destroyed, and lives can be lost. Thus, it is evident that working with all the stakeholders is elemental in ensuring that the event is successful (Emery, 2008).
Hence, it is worth noting that involving various stakeholders adds crucial value in contributing to the event logic and making of sensitive decisions. it also enhances the collection of resourceful data that can be used when planning and managing future events. In addition to the above, involving stakeholders improves the use of collected data in supporting future related events (Allen at al., 2012). Finally, such involvement is crucial in managing and preventing risks that may arise in future events.
In conclusion, the media as well is a crucial stakeholder in a football match. One of their roles is to broadcast the match live for the viewers who are not in the stadium. However, if the event organizers fail to inform the media of the football match, then there will be no live coverage or broadcasting on radio stations. This can have a negative impact on the competing teams (Masterman, 2014). One of the adverse effects is that they will not be able to collect funds from the match. In addition to the above, the fans can get angry and withdraw their support to the clubs. This is a clear indication that event organizers must liaise with all the stakeholders such as sponsors, staff, fans, media, and emergency companies to ensure that the event is successful.
Allen, J., O’toole, W., Harris, R., & McDonnell, I. (2012). Festival and Special Event Management, Google eBook. John Wiley & Sons.
Damster, G., & Tassiopoulos, D. (2005). Event management: A professional and developmental approach. Juta and Company ltd.
Emery, P. R. (2008). Bidding to host a major sports event: The local organizing committee perspective. International Journal of Public Sector Management, 15(4), 316-335.
Gursoy, D., Kim, K., & Uysal, M. (2004). Perceived impacts of festivals and special events by organizers: an extension and validation. Tourism management, 25(2), 171-181.
Masterman, G. (2014). Strategic sports event management. Routledge.