TLH107 Impacts of Festival and Events

Introduction

The Beyond Certainty is one of the most famous event management companies in the UK. It provides the management all over the world. It has an experience of over 19 years and will assure you and provide a complete service. The Beyond Certainty company is hired by the, The Football Association (FA) organization to organize a football event held every year in different city or country. The FA is an event that believes in providing education, empowerment, enjoyment, and escapism (The FA, 2021). The CEO of FA starts that they made a new strategic plan through 2024 in which they aim to take The FA and English football forward with leadership and ambitious targets to build on the progress of the past four years. It is a platform that provides an equal opportunity to the girls and also works for the charity and donated their money there (The FA, 2021). London is the capital of the United Kingdom and it has great hospitality due to games hosted earlier in the city. London had a good supporting crowd and had proper grounds and equipment available for the football event (Ali-Knight, Robertson, Fyall, and Ladkin, 2008). Thus, the city selected for the event in London. This report shows the PESTEL and SWOT analysis of the chosen country and the event to show how they are suitable and what are the impacts of the event on society.

Fig. NO.1 – The Football Association

(Source- The Football Association, 2021)

PESTEL Analysis

A PESTEL analysis is done to get to know about the chosen city and whether the city is Politically, Economically, Sociologically, Technologically, Environmentally, and Legally suitable for the sporting event to be conducted in the city (Yüksel, 2012). With the help of the PESTEL analysis, these factors can be analysed separately and can be used for the execution of the event on a large scale. PESTEL will help to know about the city and whether the city is suitable for the event or not. It will also show in what terms the event may face the challenges and in what terms the city is best suited for the event (Allen, O'toole, Harris, and McDonnell, 2008).

Political

London government and the UK government always have shown interest in sports. Moreover, this country political system takes part in sports a lot and promotes sports at a big level (Porter, Demeritt, and Dessai, 2015). London government have always supported all types of sport in the country and after the Olympics held in 2012, London had become the sports hub of the country. Thus, its political factors have always supported the sport and the event of the FA which is to be held in London (Richards, 2010).

Economic

London and UK are backed by a strong economy and more importantly the economic rate of the UK is good and such sports event will surely contribute to the economy (Dwyer, Forsyth, and Spurr, 2005). Sports events usually create a great impact on the economy of the country (Holt and Ruta, 2015). With the help of such events, more and more audience will come to support their favourite team and it will contribute a huge amount to the economy of the country. The FA organization also work for the charity; thus, it will also give benefits to the different charity organization to help different people and to maintain the condition of the country (Daniels and Norman, 2003).

Sociological

Society always plays an important role in hosting an event. London crowd is one of the most dedicated audiences in the world. The audience of London truly supports their team and boost the confidence of the player. Also, to make any event successful, the audience is the most important factor (Horne, 2015). The society of London believes in the sport and they encourage their youth to take part in different sports and win the competition. Thus, London is the city where all girls and boys will surely take part in the football league and it will create a huge sociological environment around them. Sociological conditions are best in London as well (Picard and Robinson, 2006). Also, London had a few football clubs like Arsenal, Chelsea and Tottenham all are a big powerhouse in football and contributes their 100% in the competitions. The local people love these teams as well.

Technological

London hosted the 2012 games and more importantly, the Olympics are the biggest games sports event in the world. Almost 34 games were involved in the Olympics and they have perfect ground and training centres which are having the latest technology for all the players and provide the required comfort for the players (Tidd and Bessant, 2020). Also, London is known for having an upgraded version of the technology. Thus, it will help the FA organization to execute their event in the city in a proper manner with all the terms and condition.

Environmental

A most important part of any sports event is the environmental condition of the Sports event and it always based on environmental conditions And London has the perfect condition to host the games. The temperature is suitable for football matches. Moderate temp is key to host football games (Żemła, 2021). London is having one of the best temperatures for a sporting culture. The weather in London is suitable for the football matches to be conducted and the ground of London are also suitable. It will provide a perfect location for the event of the FA and it will provide them with huge support for conducting an event.

Legal

There are not so legal hurdles for the games and there is no such legal law that might become an issue. It has a legal system that can also back the emirates cup (Negro, 2018). London is a city that didn’t show any kind of legal hurdles for the event. London is the perfect place for the event to take place and it did not create a problem for the event to be taken.

SWOT Analysis

The Football Association event is one of the amazing events and it is to be held in London, UK. A SWOT analysis will be performed to identify the internal and external factors that influence the favourable and unfavourable conditions for The FA case, which will be held in London. An organisation like The FA must be able to prepare, lead, evaluate, and organise both their activities and their resources in order to carry out successful strategic management. The SWOT (Strength, Weakness, Opportunities, and Threats) analysis for The Football Association is (Gürel, 2017):

Fig No. 2- SWOT Analysis

(Source: SWOT Analysis, 2021)

Strength

One of the FA's most valuable assets is that they are responsible for governing and improving the sport without the intervention of the government by organisational management that is environmentally conscious (Wollin, Thorborg, and Pizzari, 2018). The FA has made it clear that they will make football open to all, regardless of age, gender, religion, ethnicity, sexuality, or history, in order to retain market supremacy through re-engineering, consolidation, and deferring. The FA requests considerable support and generates a billion pounds in income from sponsorship, spectators, and, most significantly, the new Wembley stadium, which makes a profit of 229 million Euros annually and can be reinvested in football. The FA also gives chance to every woman to play football. They are doing a lot of funding for Women and their sports. It has been recorded that, FA have developed 5,000 projects valued at over 630 million Euro to improve the facility in all over the football background and till now 4.5 million Euro have been invested in Women’s football annually. The FA invested this much amount in Women football to make sure that more than a million females can get involved in football and play for their country. The FA also organizes some of them for the charity and give all the profits to the charity to make a change in society. The FA's charity festival, dubbed the "FA Charity Programme," was created to raise funds for various areas of society in which they would contribute with prominent partners (FA Charity, 2021). The Bobby Moore Fund is one of the charity's collaborators with the FA. The 'FA Hat-Trick Programme' was created to bring community Football development staff to England's disadvantaged communities while also removing barriers to participation for people of ethnic backgrounds. These are some of the FA's strengths, which describe the event's relevance and how it works for the good of society, encouraging and supporting all women to play football for their city and country.

Weaknesses

As the FA is a recognised organization, it is important to consider its weakness. The FA has undeniably lost some of its administrative and regulatory powers since the Premier League was formed in 1992, and has become engrossed in high finance and commercial planning. It has also been discovered that practitioners expect a lack of technical experience, which is to their detriment (Koeipakvaen, 2018). The key explanation for this is that, despite the Premier League's billion-pound revenue from Sky, Spectators, and Sponsorship, the FA's management has been harmed by the organization's jumbled structure. As a result, the FA has remained adamant about the prospect of reforming themselves to avoid agent collusion, eliminate potential conflicts of interest among club owners, and tighten controls on ever-increasing player prices and wage. These are some of the weaknesses of the FA organization which can create a problem for the event to be executed in London. Also, the covid-19 has impacted the event and it will also cause negative points for the events. Due to the covid-19, many of the players are not able to play or due to covid-19 most of the condition of the city and the organization has a negative impact and due to which an organization will face difficulty in organizing the events for the public. Due to covid-19, limited people are allowed in the stadium and it will cause a great impact on the funding of the event and the audience. The funds of the charity are also get affected by this.

Opportunities

Despite the FA's acknowledged vulnerability in the face of obvious challenges from the Premier League and billionaire foreign investment, the FA has proposed a scheme of compliance that would impose a "fit and proper" test on prospective club owners in order to achieve an appropriate balance between sporting needs and commercial potential (Howie and Allison, 2016). Apart from that, the FA must look at re-engineering, delayering, and restructuring from the top down in its entire hierarchy in order to retain its market supremacy. Furthermore, there is still room for the FA to increase its reputation by using community programmes such as the "FA Charity Program," which was created to channel funds to those in need and to play a beneficial role for them. The FA Tesco Skills Programme has helped over 700,000 children under the age of eleven, while ‘The FA's Respect Programme' has strengthened behaviour and respect to represent the need for social acceptance. These are some of the opportunities for the FA organization that had taken by them. Also, London is a city of sports after 2012, thus it will provide more opportunities to the organization and it will be able to prepare a plan according to that.

Threats

There are several challenges to the organisation, such as the FA's main goal of advancing the sport and ensuring its integrity in the country, but the issue is that the Premier League would not be able to hand over management of its affairs to the FA in order for the FA to make more effective improvements in the way football is administered and operated in this country. It occurs because the FA has proven to be adamant in their opposition to reforming themselves in order to discourage corruption, remove potential conflicts of interest with club owners, and tighten restrictions on the ever-increasing prices and salaries for players (Cleland and Cashmore, 2018). It is widely assumed that Fa's strategic management is ineffective since the Premier League is at risk, and foreign investors are now unable to persuade potential foreign owners to contribute to the league's growth and survival. These are some of the threats of the organization which is faced by any event to execute it successfully.

Conclusion and Recommendation

From the above discussion, it is to be concluded that, London is the city where the event named, The Football Association is going to be held and it is organized by the Beyond Certainty. This company will give you a revenue and it focus on the successful event. To execute this event, the PESTEL analysis of the city is being done in which all the factors are suitable for the event. It is to be recommended that the economy of the city may do not get that much of the benefit, and for that, the member of the event company should manage all the arrangements and promote the event to such an extent that a maximum number of the audience will attend the event and give befits to the economy of the country. Also, maybe due to some weather mishappen, the event may get delayed. Thus, ask the event company and prepare all the backup plans if the weather is not suitable for the matches. However, all the factors support all the required things and the event can be executed in London very easily. After that, SWOT Analysis will be done to know the strength and weakness of the event. Many strengths support the event and positively helps the organization. The weakness of the event is it may not able to contribute to many of the charity events, thus it orders to solve this weakness the FA contact too much of the charity event and contribute in it. The FA provides several opportunities and some of the threats on which they have to do work on. However, overall, the FA event is the best suitable that this time it should be held in the London city.  

References

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Dwyer, L., Forsyth, P. and Spurr, R. (2005) “Estimating the Impacts of Special Events on an Economy”, Journal of Travel Research, vol. 43, 351-35

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