Expert Speaker – Ms. Sarah Crumbach – Director of Programmes & Partnerships at Sportec
An online CIES conference by Ms. Sarah Crumbach – Director of Programmes & Partnerships at Sportec (International Youth Development Agency) was organized for the participants of the PILLAI/FIFA/CIES International Programme in Sports Management on April 7th, 2024. Ms. Crumbach has worked with esteemed organizations such as the International Olympic Committee and Volleyball World. She is also a certified football coach and likes to volunteer to coach youth teams. For theis CIES conference, she spoke on the topic “(Re-)Defining Purpose: Sports Events as Platforms for Development.”
She started her session by sharing her immense experiences organizing sports events, especially for youth such as the Youth Olympics. She said that the first step to organizing a successful sports event is defining the purpose (i.e., Why). A clear purpose can help in clear communication, getting partners aboard, and gathering support for the project. A purpose can be like a spectrum and can have multiple objectives. But, the key to defining it meaningfully lies in aligning the purpose with the benefits of all key stakeholders. To quote Ms. Crumbach, “We all want to change the world. But, being focused can really help.” The next step she shared about organizing a purposeful sports event is defining the building blocks (i.e., What). The building blocks can be name/slogan, marketing/ sponsors, competition format/ officials, security, reporting & feedback, and legacy to name a few. While a good name for the event is the foundation, a slogan can give it life. She shared the example of the Youth Olympics 2016, Lillehammer where the slogan was “Go beyond. Create Tomorrow.” The final part of organizing a purposeful sports event is bringing the purpose to life (i.e., How). Finding and executing the key details of all the building blocks that align with the purpose of the event. A sponsor whose objectives align with the purpose of the event can contribute in various ways and not just economically. Hence, it is important to have a broader look when finding suitable partners and sponsors. But, at the same time, the event organizer should also understand that their expertise is equally valuable to the sponsor.
Ms. Crumbach concluded the conference by emphasizing the role of culture in defining purpose. Culture makes each event unique and connects people hence it should never be overlooked. It was an enriching and interactive session much appreciated by all.
