Sports Events and Project Management. A PM2 Proposal

Abstract

Purpose: We suggest using a project management approach to manage sports events. To this aim, we propose an adaptation of PM2, the project management methodology developed inside the European Commission, to manage sports projects. Design/methodology/approach: We perform theoretical analyses arguing why a sport event is a project, about the roles of the event and sport management and a theorethical adaptation of the PM2 methodology to sport management. Findings: We show that events management could benefit from PM2 methodology if we introduce several adaptations. The main one implies splitting the original project execution phase into two separate ones: the deployment phase and the execution (strito sensu). The former includes all the activities performed to prepare for the sports competition; the last, to cope with the complexity of the competition particular dates, characterized by simultaneous and mass involvement of participants and spectators in the event. We also propose changes into the original project governance model, for accommodating a market orientation to maximize the economic return of the event and for including the concept of “extended customer” that comprises the owner of the event, the participants and the spectators. Research limitations/implications: Further empirical research is needed to analyze the implementation of this adaptation of PM2. Practical implications: We offer an adaptation of PM2 methodology for the event managers that allow them to apply project management standards in their particular events. Our adaptation accommodates the marketing approach and the market orientation commonly used by event managers. Social implications: The redefinition of the role of sports event managers with a project management orientation allows to introduce the cost-benefit analysis in the development of a sport event, making sports events not only successful but also profitable, sustainable and efficient. Originality/value: For the first time, PM2 is applied to events, in particular, to sport events. The specific characteristics of PM2 make it interesting in any sector, as sports events, where managers do not have extensive experience using project management standards and methodologies.