EVENT

MANAGEMENT

The Ashes Cup

Submitted By:
Priyasha Kansakar
4 BBA C
1820341
 THE ASHES CUP

Ashes cup a special series of test matches between England and Australia and it is one of the
longest- running rivalries in sports. Every two years, the two nations meet and the winners
claim one of the most famous trophies in sport – The Ashes Urn that symbolizes the victory
over other’s burnt state.

It is held alternately in England and Australia where both teams

play a series of five test matches that lasts up to five days.

In 1882 when England was beaten at home at the Oval for the
first time by Australia, the defeat shocked the sporting world
and all of its fans. This drove various newspapers to publish
jokes on how English cricket was burnt and Australia took the
ashes home. Thus, as a quest to recover those ashes, Ashes cup
is held every two years.

Over 2.1 Million Viewers Tuned in to watch the Ashes Cup in 2019. The event witnesses a
huge number of cricket lovers, sponsors and other stakeholders.

The Ashes Cup is played with an objective to take the “Ashes Urn” as a symbol of trophy home.
 INITIATION OF THE EVENT

In 1882, Australia toured England. When England was beaten at home at the Oval for the first
time by Australia, in 1882, the defeat shocked the sporting world at the time. This prompted
The Sporting Times newspaper to print a joke story on the 'death of English cricket'. The
newspaper implied that English cricket would be burnt down and the ashes would be sent to
Australia.

Upon the mockery, England embarked upon a tour of Australia that winter where the captain
Ivo Bligh promised that he would "recover those Ashes".

In 1903, Pelham Warner took a team to Australia with the promise that he would regain "the
ashes".

Therefore, Cricket Ashesh Series is held with an objective to “regain those ashes”. It is
organized at least once every two years as an emblematic of buring down the other team and
gaining their ashes as victory. It is held as quest to recover those ashes.

The Ahes Cup is an event that taes place every two years, thus the time is all set.

PLANNING OF THE EVENT

VENUE:

The first Test match between England and Australia was played in Melbourne, Australia, in
1877. Similarly, the series alternates between the United Kingdom and Australia, and within
each country each of the usually five matches is held at different grounds of these two
countries.

In Australia, the grounds currently used are:

 The Gabba in Brisbane,

  Adelaide Oval, the Melbourne Cricket Ground,

 The Sydney Cricket Ground.

Whereas, in England the grounds currently used are:

 Old Trafford in Manchester

 The Oval in Kennington, South London

 Lord's in St John's Wood, North London

 Headingley in Leeds

 And Edgbaston in Birmingham

 Sophia Gardens in Cardiff, Wales

 The Riverside Ground in Chester-le-Street, County Durham

 Trent Bridge at West Bridgford, Nottinghamshire

The country that hosts the Ashes Cup is the country that has been declared victorious in the
previous test series.

The 2019 Ashes series (Specsavers Ashes Series )was played in August and September 2019.
The venues were Edgbaston, Lord's, Headingley, Old Trafford and The Oval. Australia were the
defending holders of the Ashes going into the series, having won in 2017–18.

SPONSORS:

The 2019 Test series between England and Australia will be known as the Specsavers Ashes
after a sponsorship agreement was struck by the ECB( England and Wales Cricket Board).
Specsavers have signed up to take on the title sponsor role from the start of this summer's series
against India, with the deal running through until the end of next year.
The ECB were left looking to fill a hole after Investec withdrew from its position as title sponsor
six years into a 10-year, £40million partnership.

PRICING:

The first Test of Ashes Cup was held at the Edgbaston Cricket Ground in Birmingham from 1
August to 5 August. The tickets were in the price range of Rs. 2,651 to Rs. 29,920 per day.
While the second Test that took take place at the iconic Lord’s Cricket Ground
In London were in the price range of Rs. 7,329 to Rs. 44,780 per day. The third Test was
played at the Headingly Cricket Ground in Leeds from 22 August to 26 August and the tickets
were in the price range of Rs. 13,962 to Rs. 31,915 per day.

The 2019 Ashes Cup was succeeded by the fourth Test at the Old Trafford in Manchester
from 4 September to 8 September. The tickets were in the price range of Rs. 2,309 to Rs.
20,944 per day. Finally, the fifth and final Ashes Test was at the KIA Oval in London
from 12 September to 16 September. The tickets were in the price range of Rs. 3,989 to Rs.
49,866 per day.

PROMOTION:

Betting websites:
This promotional betting platform is provided by Unibet for the people in the UK. The way it
works is :
 Bet £10 in-play on any of the Ashes Test matches (minimum odds 2/5 (1.40))
 Once your bet is settled, you will receive a £5 Free Bet
 Free Bet is available for 7 days
In Australia, the more famous betting website is sportsbet.com.au for Australian cricket summer
but there are other websites that promote the game by luring them into bettering- such as PlayUp
and Bet365.

Social Media:
In the 2013 Ashes Cup, England cricket sponsors such as Adidas , Natwest and Investec had
launched promotional campaigns. Kit supplier Adidas had launched a “Stand Together”
campaign to promote the England cricket team and the British and Irish Lions. Brand
ambassadors of England cricket - Stuart Broad and Steven Finn were used to increase twitter
activity.

LOGISTICS:

 The international players must also have a comfortable accommodation available for their
stay. When they play at different cities, their flight timings and hotel accomodations must be
suitable to them.

 The stadiums must also be fully equipped for any emergency – medical or any other hazard.
There must be an ambulance and a doctor available at all times. Furthermore, there must be
proper emergency exits for the audience in case of any mishap.

IMPLEMENTATION:
The Ashes Cup is a five test match series. Thus, all of these five test matches will be held in
different stadiums across the host country. The main responsibility at hand is to make sure that
all of the stadiums are well – maintained are suitable for playing test matches that go on for 4- 5
days.

The Ashes Cup starts with an hour long opening ceremony that signifies the continuity of this
long-lived tradition. The events are carried out as follows:

1. The players of both countries will enter the pitch in a straight line and stand in the middle
of the ground.
 2. The most significant part of the event- the trophy will be brought onto the ground.

3. The national anthem of both the countries will be played

4. A series of fireworks and flag hosting will take place.

The most important parts of the event is the timing and scheduling of the opening ceremony and
the matches. There must be no delay in any of the matches. Furthermore, the games should go
smoothly without interruptions.
For all of the planned events to work according to plan, the communication between the teams
responsible for particular aspects must be clear. Communication will help the event move
together and on time.
CONTROLLING AND MONITORING:
This step is to measure the progression and performance of the event, ensuring that everything
that happens, aligns with the project management plan. The key performance indicators are:

1. Project Objectives : In the case of Ashes cup, the main objective is to make sure that the
match goes ahead as planned. Furthermore, if the event is on schedule without delay and
stays within budget, then it will meet stakeholder objectives.

2. Quality Deliverables : This determines if specific deliverables are met such as presenting
the trophy, maintaining the crowd at the stadium etc.

3. Effort and Cost Tracking : This will account if the budget being used is on track. Hiring
multiple stadiums around the country for 5 days straight will be expensive. Furthermore,
the cleaning, security costs will also be high. Thus, these costs must be must be measured
from time to time.

4. Project Performance: This monitors the unexpected changes that arise in the project. For
example, there could be technical issues or security issues that must be addressed right
away. This measures the ability to tackle unforeseen changes.
 SHUT DOWN:
The formal project closure will consist of :

- Termination of the contractors that were hired to work specifically on the project such as
the technical assistance.

- Pending payment for the respective parties such as the salary for the umpires’ and the
commentators.