Avoiding a logistics nightmare: how logistics make or break a sporting event

Written by Simon Hainsworth, Managing Director of Corporate & Sporting Events Management (CSE)

The incredible sporting events being witnessed across the world this summer at the Paris 2024 Olympic Games are the culmination of years of detailed work and planning for the benefit of the athletes and those coming to view the spectacle whether in person or via live coverage.

Though often a forgotten aspect of such huge events as the Olympic Games, the logistics services that come together to provide the platform for such performances to take place cover some of the most crucial aspects of event delivery.

The importance of logistics

Services such as transport, travel and accommodation have the ability to make or break the preparation of World Class athletes. Ensuring that these services are properly managed, and mitigating against any potential risks to delivery is essential for enabling elite performers to reach their full potential every time they compete. The marginal gains won through ensuring an athlete or team has travelled and been accommodated without issue are critical to both a well-run event, and one where athletes are ready to perform.

Though the athletes are the stars of the show, ensuring logistics services are properly aligned also relates to other accredited stakeholder personnel, such as judges, technical officials, and the broadcast media, all of which are intrinsic parts of a successful large-scale sporting event.

Without the right expert team working closely alongside the management team of each event, there is a very real risk that both delivery and performance will fail to meet expectations.

Travel and accommodation considerations

The logistics around travel and accommodation are perhaps some of the most complex, especially when dealing with large-scale events. There is significant potential risk from an over-reliance on a travel industry that is often challenged by heightened security, weather issues and short notice strike action by operating personnel, and the lack of feasible back up plans or failure to identify these risks can spell disaster for an event.

Astute logistics professionals are alert to these potential pitfalls and are more readily able to formulate alternative solutions to navigate these challenges, ensuring key personnel travelling to events can arrive on time.

Accommodation is another huge consideration for sporting events, and often represents a significant cost to organisers. Take this years Olympic Games in Paris, which will see the city play host to 22,250 athletes across two events. When dealing with such complex considerations, accommodation partners should only be considered after extensive discussions around their suitability for each unique set of circumstances that different sports and sporting events demand.

Many of these potential pitfalls around travel and accommodation can be mitigated through detailed communications with suppliers, and a continued presence from the logistics management team to ensure all services are being properly delivered in line with contractual obligations.

Streamlining communication

Investment into technology and business transformation has touched nearly every sector in recent years, and logistics service delivery is no different, with the sector moving at pace over the last ten years with extensive investment into online solutions and streamlined communication tools.

Technologies that have enabled face-to-face meetings and streamlined operations have bought with them the capacity to plan large-scale sporting events with an even greater degree of certainty and knowledge. Service providers themselves, such as hotels and other accommodation providers have leveraged these tools, constantly reinventing themselves to meet the expectations of a tech-savvy and more demanding clientele, with service standards increasing accordingly. Though the airline industry has broadly plateaued in its offering, and has been challenged by greater security risks, those delivering logistics have also leveraged technology to be ready for potentially adverse circumstances.

The ability of logistics professionals to better communicate, organise and coordinate with service providers are key to close collaboration between partners, and delivering major projects and events in line with expectations.

Partnering for success

Delivery world-class sporting events requires a seamless team effort across all stakeholders to ensure events partners are properly coordinated.

With so many moving parts in play, experienced event suppliers have a vital role in removing the pressure from those within the sporting arena by delivering the most suitable services and tailoring these for success.