CIA 1

EVENT MANAGEMENT
Event chosen – FIFA World Cup

Report submitted to CHRIST (Deemed to be University)

for the award of Degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

2120116 Siddharth Dinesh Kumar

2120129 Raina Susan Roopak
2120137 Aditya Nair
2120172 Neha Panvalkar

SCHOOL OF BUSINESS AND MANAGEMENT

CHRIST (Deemed to be University)

Bangalore, India
2023
 INDEX

Sl No. Content Page No.

1 Event Overview 3
2 Objectives and Guidelines 4-6
3 Travel Arrangements 7-8
4 Event schedule 9
5 Tasks Involved in Organizing a FIFA World Cup 9-12
 EVENT OVERVIEW

Elements of the FIFA World Cup event plan: 

1. Purpose: The purpose of the event is to host a major international soccer tournament
and crown the world champion team. The tournament will feature 32 national teams
from around the world competing in a month-long event.
2. Audience: The audience for the event includes soccer fans from around the world, as
well as international media and VIPs. This includes not only the people watching the
event live but also the ones who will be watching it on television, streaming platforms
and social media.
3. Location: The location for the event is Qatar. The tournament will be played in 8
venues across 5 host cities: Al-Daayen, Al-Khor, Al-Wakrah, Al-Rayyan and the
capital city, Doha.
4. Date: The date for the event is scheduled for November 21, 2023 - December 18,
2023.
5. Budget: The budget for the event is not disclosed, but it is expected to be in the
hundreds of millions of dollars, to cover the cost of building and renovating stadiums,
training sites, and other infrastructure, as well as operational expenses such as
security, transportation, and logistics.
6. Venue: The venues for the event will be stadiums and training grounds throughout the
host country. The tournament will be played in 8 venues across 5 host cities: Al-
Daayen, Al-Khor, Al-Wakrah, Al-Rayyan and the capital city, Doha. These venues
have a total capacity of around 80,000 seats and were built specifically for the
tournament.

 
 OBJECTIVES AND GUIDELINES

Objectives of the sponsorship:

1. To increase brand awareness and visibility among a global audience: 

 The FIFA World Cup is one of the largest and most watched sporting events in
the world. 
 Sponsoring the event provides an opportunity for the brand to increase its
visibility and reach a large and diverse global audience.

2. To associate the brand with a world-class and high-profile event: 

 Sponsorship of the FIFA World Cup allows the brand to align itself with a
prestigious and well-respected event, increasing its perceived value and
credibility.

3. To build brand loyalty among soccer fans: 

 The passion and loyalty of soccer fans can provide a unique opportunity for
the brand to build a long-lasting relationship with its target audience.

4. To generate leads and sales through special promotions and offers for event
attendees: 
 By providing special promotions and offers to event attendees, the brand can
generate leads and drive sales. 
 This can be done through in-person activations, digital campaigns, or other
marketing initiatives.

5. To use the event as a platform to launch new products or services: 

 The FIFA World Cup provides a unique opportunity for the brand to launch
new products or services in front of a large and engaged global audience. 
 This can include product demonstrations, sampling, or other marketing
initiatives.
Demographic of the event:

1. Age: 
 The majority of the audience attending the FIFA World Cup will be between
18-45 years old. This age group is considered the prime demographic for
soccer fans, as they are most likely to be actively involved in following and
attending soccer matches.
2. Gender: 
 The audience attending the FIFA World Cup will be primarily male, with a
smaller percentage of female attendees. 
 This is because soccer has traditionally been more popular among men,
although the sport is becoming increasingly popular among women as well.
3. Income: 
 The majority of the audience attending the FIFA World Cup will have a
middle to high income. 
 This is because attending live sporting events can be an expensive proposition,
and the FIFA World Cup is no exception.
4. Education: 
 The majority of the audience attending the FIFA World Cup will have at least
a high school education. 
 This is because a higher level of education is often associated with increased
interest in and understanding of sports, including soccer.
5. Nationality: 
 The audience attending the FIFA World Cup will be diverse and include fans
from all over the world, with a focus on the host country and region. 
 This is because the FIFA World Cup is a truly global event that attracts fans
from all corners of the world.

Guidelines : 

The guidelines for the audience and clients differ in terms of their level of responsibility and
the types of instructions they need to follow.
For the audience, the guidelines are more focused on providing information and instructions
to ensure their comfort and safety during the event. This includes arrival and access, ticketing
and seating, safety and security, food and beverages, and first aid and medical services.

For clients, the guidelines are more focused on their role as sponsors or stakeholders in the
event. This includes arrival and access, ticketing and seating, safety and security, food and
beverages, emergency evacuation procedures, and a code of conduct for the event. The
guidelines for clients also emphasize their responsibility to follow rules and regulations and
to respect the code of conduct for the event.

For Audience:

1. Arrival and Access: Please arrive at the venue well in advance of the start time of
your chosen match. Familiarize yourself with the restrictions on entry and
transportation options.
2. Ticketing and Seating: Your ticket is your access to the event. Familiarize yourself
with the ticket purchasing process and the terms and conditions associated with ticket
purchases. Respect the designated seating areas.
3. Safety and Security: Cooperate with security personnel and follow their instructions.
Bag checks and metal detectors will be in place.
4. Food and Beverages: A variety of food and beverage options will be available within
the venue. Do not bring outside food and drinks into the venue.
5. First Aid and Medical Services: First aid and medical services will be available at the
venue. In case of an emergency, proceed to the nearest first aid station or emergency
personnel.

For Clients:

The guidelines remain the same as of audience for clients too, Additionally: 

1. Emergency Evacuation: In case of an emergency, follow the emergency evacuation

procedures, including designated exits and the use of emergency alarms.
2. Code of Conduct: Respect the code of conduct for the event, including rules and
regulations regarding behavior, smoking, alcohol consumption, and any other relevant
issues.
 TRAVEL ARRANGEMENTS

Review the travel budget

The budget specifications for the travel requirements of the event are estimated and
evaluated to design a system of travel for both the participants and the audience of the
event. The travel policies of the country that the world cup is being held in and the rules
and regulatory policies of the government need to be followed. An event as large scale as
the world cup will require bigger travel budget in order to accommodate for all its needs.

Travel documents

The event coordinators must ensure that audience and participants of the event are aware
of the documents that are required for their travel according to the regulations of the
country that the event is taking place in. The information must be passed on well in
advance in order to ensure the smooth running of the event and ensure that there are
enough attendees for the event.

Partnerships with travel agencies

The organizers of FIFA World cup can partner with travel agencies to incentivize the
consumers to book their tickets well in advance. This will also serve as marketing and
promotions for the event and will ensure that the consumers get the best deals on the
travel to the venue of the event.

Partnerships with airlines

The world cup targets a multitude of international audience and partnering up with
various airlines can enable the organizers to make travel for the audience much easier and
also give them discounts on the same. The partnered airlines can also serve as marketing
avenues for the event and lead to generation of greater revenue. It also serves as a way to
ensure that the audience for the event get a higher preference which will ensure higher
inflow of business.
Tourist buses

One of the major aims of the world cup is also to promote tourism in the host country.
Therefore, it is important that the organizers arrange for tourist transport and tour
packages for audience who have come from various international locations. Shuttle buses
or tour buses can be arranged along with a tour guide in order to take groups of interested
consumers around the most famous tourist attractions of the country.

Contingency Plans

The travel arrangements also need to consider any back up plans for failures that me
occur such as engine failure, accidents, breakdowns etc. in the case of such a situation the
backup vehicles should be ready to go and must not cause ay delay in the happening of
the events as per the given schedule.

Accidents and injuries

The safety of the participants and the audience need to be taken care of and considered
while arranging for travel arrangements. The organizers must ensure that the audience or
the participants do not meet with any accidents and are safe at all times.

Participants transport

The organizers also need to take care of the transport of participants from the airport to
the stadium or from their accommodation to the stadium or from one stadium to the other.
These need to be given utmost care and security need to be imposed wherever necessary
as a lot of fans may crowd at the points of drop off and pick up.
 EVENT SCHEDULE 
(Diagram made through canva)

Tasks Involved in Organizing a FIFA World Cup

Organizing a FIFA World Cup is a huge undertaking and involves a number of complex
tasks. Here is an overview of some of the key tasks involved in ensuring that a FIFA World
Cup is a great success: -

1. Venue Selection and Preparation

- The first step of organizing a FIFA World Cup is selecting and preparing the
venues in which the tournament will be played.
 - This involves finding suitable stadiums with the capacity and facilities to
accommodate the large crowds that are expected.
- It also involves making sure that the stadiums are ready for the tournament,
including making sure that seating and other infrastructure is in place.

2. Recruiting and Training Staff

- Once the venues are selected and prepared, the next step is to recruit and train
staff to help run the tournament.
- This includes staff for the stadiums, such as ticket sellers, security personnel,
and medical staff, as well as staff to handle the logistics of running the
tournament, such as IT and media personnel.

3. Marketing and Promotion

- Marketing and promotion are essential for a successful FIFA World Cup. This
includes promoting the tournament to potential sponsors, as well as marketing
the tournament to potential viewers.
- This includes creating campaigns, running media events, and advertising the
tournament in both traditional and digital media.

4. Ticketing
- Ticketing for a FIFA World Cup is a complex process and involves setting up
an online system for fans to buy tickets, as well as setting up a physical
ticketing system for stadiums.
- This involves setting up secure systems to handle ticket sales, as well as
providing customer service to potential ticket buyers.

5. Security
- Security is essential for any major sporting event, and this is especially true of
a FIFA World Cup.
- This involves making sure that the stadiums, venues, and other areas
associated with the tournament are secure, as well as coordinating with local
law enforcement to make sure that there is adequate security for the
tournament.
6. Matches
- The FIFA World Cup is one of the most important and highly anticipated
sporting events in the world. It is held every four years, and involves 32 of the
best national teams competing in a month-long tournament.
- Below is a list of these tasks, as well as a detailed explanation and
diagrammatic representation of each.

A. Qualifying Rounds
- The first task is the qualifying rounds. This involves all of the participating
countries playing a series of matches in order to determine which teams
qualify for the tournament. The top two teams from each region will then
qualify for the tournament.

B. Group Stage
- The second task is the group stage. This is when the 32 qualified teams are
divided into 8 groups of 4 teams each. Each team in a group will play against
each other, and the top two teams from each group will qualify for the
knockout stage.

C. Knockout Stage
- The third task is the knockout stage. This is when the 16 teams that qualified
from the group stage will face each other in a single-elimination tournament.
The winner of each game will advance to the next round, until only two teams
remain.

D. Final Match
- The fourth and final task is the final match. This is the ultimate match between
the two remaining teams.
- The winner of this match will be crowned the FIFA World Cup.

7. Encourage Feedback
- Feedback is critical if you are planning to host the event again and/or you want
to demonstrate that you accomplished your objectives.
 - So if ever any host country wants to host a World Cup they could use a lot of
helps from the feedback’s from its attendees and the staff and everyone
engaged in making the event a success.

8. Balance the Budget

- While not at all the objective of a World Cup are about making money, a
world cup is generally an event whose winner claims to get the highest honour
in the sport of football.
- In most cases it is important to at least break even if not turn a profit.

In Conclusion, this means that once a country hosts the World Cup it is never really done,
instead it is a springboard for the opportunity to host a next one in the foreseeable future.