sports event management - FIFA/CIES International University Network

Presentation& CeremoniesEVENT PRESENTATIONAND CEREMONIES2007 Rugby World Cup Trophy Presentation – Great Big EventsSport Presentation is about communication. Our aim on behalf of ourclients is to touch spectators by communicating a brand; an idea; astory. Digital technology is shaping the future of the industry and assuch, we are able to embrace developments that promote ongoingdialogue and bridge the connection between brand and spectator.It is critical that we acknowledge such development isn’t comingat the expense of traditional forms of entertainment and activationin-stadia. The razzle dazzle of these new technologies is ‘nice-tohave’but those foundation elements – music, video boards, MCs,announcers, athlete entries, activations, sport protocols and culturalnuances will always be the backbone for a professional presentationpackage. Therein lies our most distinct competitive advantage – asa single, experienced operator, Great Big Events has the ability toentirely deliver to a world class standard those core elements, and toenhance that execution through integration of interactive and engagingadd-on’s. Great Big Events coined the term ‘Sport Presentation’for the Sydney 2000 Olympic Games and since that time we havecontinued to advance the presentation of sport internationally.Audience preferences are evolving and in keeping with our position atthe forefront of the event presentation and ceremonies industry, wetake very seriously our role in effecting positive and productive change,and in protecting the history and traditions of those sports.Event Presentation and Ceremonies content has in many waysreflected the convergence trend of broadcast and online platforms;as discerning sports fans increasingly embrace digital environments.This is true of our recent major event experience, where we haveconsciously instituted an increase in content that is digital-based.With the emergence of tools such as smartphones; live streaming;digital media; augmented reality; mobile-friendly websites; andsophisticated app’s; the ability to capture, tag and share material, andto provide such breadth of information in a compelling manner and withgenuine immediacy, attracts instant audience credibility. Social mediaand sport are intrinsically entwined and increasingly we are identifyingtheir integration capacity is moving beyond repurposing material fromevery day brand platforms for event presentation, toward total contentcustomisation; fit for mass consumption in a live stadia situation.There’s actually an incredible sense of excitement around theinnovation possibilities that are now being realised across eventpresentation and ceremonies, with Great Big Events having investedheavily in research and development in recent years to ensure weremain on the cusp of market trends and industry advancement. Andit’s not always about doing something new; but doing it better.Another categorical shift in our market has been the move towardongoing partnerships with sports federations and organising bodies.Where traditionally we have been engaged purely to provide expertpresentation and production services at event-time, increasingly we areworking with clients to shape the delivery of their Sport Presentation48 SPORTS EVENT MANAGEMENT