Diversity and Structure of Global Events: ICC Cricket World Cup 2003 Case Study

This report discusses the diversity and structure of global events, factors influencing their development, value and impacts, and management strategies for responsible development using ICC Cricket World Cup 2003 as a case study.

Global Events

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Examining the diversity of global events with its structure and types of different events.........3
Explaining factors influenced development of local and global events......................................4
Evaluating value, impacts and legacy of global events...............................................................5
Evaluating key factors that influenced development and structure of organisation...................6
Critically evaluating factors that influenced event industry and the role of society...................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Event management is defined as application of the project management in order to create
and develop small or large scale corporate or personal occasions such as festivals, conferences
and ceremonies. This report is based on the case study of ICC Cricket World Cup held in the
year 2003. In every four years International cricket council host world cup event to honour the
best team in the world. This report will discuss the cricket world cup event in order to discuss the
different aspects related to the event management activity. Henceforth, report will emphasis over
the diversity of the global event industry. Structure of the industry will also be discussed in this
project. Different factors that create an impact over managing the event will also demonstrate in
this report. Strategic choices for ensuring the success of event will also be reviewed in this
project. Furthermore, micro and macro environment influences will also project over the event
management service. Success factors in respect to the event management practice would be
highlighted in the end of the report.
Examining the diversity of global events with its structure and types of different events
This is diversified in different sectors in terms of size, grouping events and content. Event
size categories according to the scale and size, the main events are mega occasion, local
community and hallmark events.
Mega events are proposed by Jago and Shaw in 1998, this is present according to impact
and size of occasion (Abd El-Karim, Mosa El Nawawy and Abdel-Alim, 2017). Local or
community events produces on festivals for local audience in order to proposed fun, social and
entertainment value, such events are Asian Mela-Waltham forest. Major events such as UK
sports and business events.
The organizational structure of event industry is categorized as suppliers, companies,
venue of events. It can be staged or hosted by company, that may have specified bodies like
Glastonbury Festival of contemporary Arts and Harrogate International festival.
Major events such as BBC good food organized by Haymarket exhibition with NEC
group. Management companies organize events by individuals or professional group on the
behalf of their clients. The Microsoft contracts an event manager to launch new product like
Windows 10 (Dobbin and Kalev, 2018). This company organize regular events to develop long-

term relationship with their suppliers and clients. The suppliers of company are specialist in
direct events such as sound production, audiovisual, staging, lighting, catering and entertainment.
They also work in particular areas like, security, transport, legal services and accounting
services. The reach of suppliers is an integral part of industry to increasing specialization and
expertise production of high-calibre and professional events.
Art festivals is also component of organizational structure, it includes numbers of
characteristics with artistic output. Venues of events like historical houses, theatres, museums,
galleries and universities & libraries helps to create additional revenues by hiring corporate and
functional events. Industry associations is diverse in UK it promotes individual membership on
the basis of organization. The main trades are associations, meeting & conference, exhibitions
etc. There are different roles of events in society such as public, community, major events etc.
the major stakeholder in community perspective includes planning process.
Community events are identified in every age in human society with the purpose of binds
all communities together. The myriad social interactions that creates festival committee
meetings, support local business, local arts groups and help them to create community well-being
and social capital (Khalifa, 2020). The role of major events and society is to examine the
community that how to attract many visitors. The members of community still look forward to
participant’s happiness. Thus, organization become larger and professional to concerned wider
impact of the events including traffic restrictions, economic, job creation benefits and physical
implications.
Explaining factors influenced development of local and global events
There are many factors that influenced global and local events in order to growth and
emergence of this industry with change in technology, industrialization, climate & pandemic,
Political factor etc.
Industrialisation- Nowadays the purpose of fairs changed according to time and
technology because that events mainly operated for fun and entertainment with rides, stalls and
sideshows (Liang and Latip, 2018). As the work increases due to industrialisation, people
celebrate commercial celebration to provide relaxation from daily work life. For government
these events are provided on the basis of traditional culture with the pleasure. This impacted
good in terms of generated revenue at globally.

Technologies- Events also influenced by digital technologies because they have to use
the latest technology in order to attract range of customers and people towards their event. Event
creators used to promote their services by social media platforms like, Facebook, Instagram, etc.
It saves times and cut human error because all the plans are already existing in the smartphones.
It lets event manager to focus on the events when it is happening, technology impacted globally.
Moreover, both hardware and software are used in management such as to organizing event
process, provides ROI analytics, engage delegates, enhance attendee experiences and increases
insecurity. Rapid change in technologies may cause heavy losses because all the machines and
equipment of industry are very expensive. This is not possible to purchase all the equipments
rapidly.
Climate & Pandemic- There are several factors that impact on event industry like
sudden change in climate may cause heavy losses due to intense and frequent drought, heat
waves, heavy rains etc. this can damage whole tents and planning. Covid-19 also impacted bad
on event industry globally because it's been two years all the function and events are postpones
(NGUYEN and LE, 2020). Across all over the world pandemic affected bad and now people are
used to get very concerned about their health and safety. Government also restricted gathering
events in large number because of social distancing, also there is no revenue generated by
company in this two years. Climate of any country may different from other, it impacted bad at
local level.
Political Factors- It includes tax policy, environmental regulations, trade restrictions and
reform, tariffs and political stability are influenced event industry. This operates across various
countries, so they need to keep update on the changing political circumstances in all countries in
which it operates. ICC want the political stability because the more stable the political
environment the better is the chance to running out event industry (Platt and Finkel, 2018).
Corporate tax is a government policy which government could change any time. A rise in
corporation tax effect company as an increase in costs of services. Organization reduces this
corporate tax risks by avoiding investing in other countries where corporate tax rate is high.
Political factors are impacted at both global or local level.
Evaluating value, impacts and legacy of global events
There are many aspects and values of global events in terms of political, social, cultural,
economic, environmental. The benefits of these events are to connected positively with large

number of population. They are increasingly well documented and development of researched
strategies to enhance outcomes of events and optimize its benefits. According to recent explosion
of events this is parallel increase in business and government together, it also led to an increasing
emphasis on economic analysis of benefits of events. Government considering the investment of
substantial taxpayer's funds in events and also want to know that how event industry gets their
investment (Sturm, 2021). This type of climate given detailed economic studies of events
empower the development and application of increasingly sophisticated techniques of economic
evaluation and analysis. On other hand, events go through with unintended consequences that
can lead them to public prominence and media attention for wrong reasons.
Global events have both positive and negative impacts on stakeholder and communities.
This is a task of the event manager to predict and identify the impact of events and manage them
to achieve the best outcomes for clients and balance overall impact of events is positive. All
events include direct social and cultural impact on the participants of host communities. This
may have impacted simple as shared experience of entertainment in terms of concert and
sporting events. This may also result in intense national and community pride as outpouring
emotion by many English fans that greeted England team performances at 2005 Ashes test
serious. It increased pride of nation for celebrations of national days and validation of particular
group in the community. There are some events leave a legacy of greater awareness and
participation in sporting and cultural activities such as ICC cricket world cup 2003. This has
power and challenges exploring possibilities in long walk to justice a series of march. This
cricket world cup won by Australia and this event was major sports to take place. Communities
were involved and mobilized there were high level of integration of community volunteers and
organizers benefited from significant personal development opportunities in large numbers. This
provides entertainment to friendly atmosphere, also contribute to political debate and help to
change history (Walters, 2018). Events contributed political debate and also help to change
history as Australia does in world cup. Legacy plan of ICC world cup initiates funds established
by NSW government to administer the tournament. Sometimes bomb scare at event place had
unforeseen impact on local community and due to security alert thousands of people were
stranded with larger number of auto mobiles and a hundred coaches trapped inside the grounds
overnight. Such events are far-reaching negative impacts resulting not only bad press but damage
or injury to participants, host community and stakeholder.

Evaluating key factors that influenced development and structure of organisation
The nature of any organisation makes it important for development of event industry in
terms of policies, strategies, knowledge, development and structure. Innovation helps
development of sport activities and it can innovate ICC by providing AR graphics, shoot by
drones and up to 35 conventional camera positioned per match. Improving on-screen graphics
and utilize player tracking data live from spider-cam. It influenced by engaging and connect with
new audiences to expand the reach cricket. Their motive is to satisfy both long term fans and also
new viewers towards sports (Weaver, Moyle and McLennan, 2021). The structure of organization
also influenced by various factors such as climate. This impacted globally because sometimes in
sports field there were very hot outside and it is hard to maximize the performance. It causes
body at risk for sports man in terms of illness, injury and strain. Temperature may have impacted
significantly on performance of athletes.
Due to heavy rainfall sometimes events are cancelled or postpone and in this situation
audience are not able to join them live, which causes decreases in productivity and in generated
revenues. Sports may affected by political factors in order to diplomacy and political relations.
Laws and regulation are different in all countries towards sports. Technologies also impacted in
terms of ICC, Hot Spot is a toll that protect batsman or any part of body prevent from ball in
cricket from hitting the stump. It also infrared cameras to focus the point of ball and obstacle. It
the ball hits batsman, it will generate friction and turn heat. This may protect players from
injuries.
Critically evaluating factors that influenced event industry and the role of society
The role of technologies is positive for event industry because it helps to being updated
according to current scenario of ICC. For example, in ICC Cricket World cup, this helps umpire
by projecting where the ball pitched and location of impact batsman's leg by projected path of
ball past batsman (Technology impacted ICC worls cup, 2021). Radar gun is used to measure
bowling speed in cricket, which can be similar to measuring of a car moving speed. Use of lasers
to make run-out decisions and sensors in bails determine batsman to hit a 4. Hawk-Eye also
played important role in ICC to broadcaster at major test and help in decision review system.
Another factor affected ICC is climate variation that impacted negatively in order to heavy
rainfall, excessive hot temperature may cause cancelled and postpone the match. Organisation
bear heavy loss due to this circumstances. Society role towards technology is to communicate

individually and determines how audience interact with cricket on regular basis. People watch
live cricket from stadium or in mobile.
Management strategies for responsible developments
ICC Cricket World Cup, 2003 was one of the biggest event of that year. The board
develop a proper plan related to the event management practice with the use of following
strategies.
Set goal and objectives
Setting up goals and objectives is determined as one of the key strategic choice that is
used to manage the whole world cup event. This involves designing the goals and objectives of
the even on the basis of the needs and requirements of the event to be conducted. The board has
set a goal of successfully implementing the whole event on a given deadline. The objectives are
also to channelise all activities of events in the best way possible.
Creating budget
This is another core strategic choice that is adopted to deliver the event management
practice. This involves creating budget based on the expected financial requirements of the
event. This is among the primary strategic choices use by the event manager to deliver the whole
event successfully (Santos and Donahue, 2019). Creation of budget involve analysing all
expected cost associated with the event which further comprises with planning related cost,
implementation and controlling related cost. ICC Cricket World Cup event require cost
estimation at each stage of event activity as in context to the mega events contain months of time
to be completed cost estimation and preparation of budget become a significant part of the event
management activity. Long duration event require effective finances to be invested. This strategy
allows the board to implement the whole event successfully. Even if the budget is prepared in
many areas Board faced the lack of resource issue as due to inflation cost is always increasing.
Understanding resources
Management of the ICC followed this strategy where resources are tried to understand.
This involves identifying the resource requirements and also to evaluate the sufficiency of the
available resources. This is comprises with the financial resources along with the time. Resource
also involve staffing, support services and technological feasibility. Mega events like ICC
Cricket World Cup, 2003 all these resources are needed to utilize in the most optimum manner
(Stadler, 2021). When it comes to understand the resources the demand always look more than

the availability of resources. As the world cup event lasted for more than one month which create
a major challenge to understand the feasibility of each individual resource option available with
the organisation.
Find sponsors
Sponsors are always become the backbone behind successful implementation of the mega
event. Long events like ICC Cricket World Cup, 2003 require huge finances that can only be
arrange with the proper support of the sponsors. Popular event always contain plenty of options
related to the sponsors and many times this become more challenging for the ICC to identify the
right sponsor for the event (Wrathall and Richardson, 2019). The demand always provide the
opportunity to the management for charging the price that is preferable for the board. Many
times plenty of sponsors motivate the board to ask for unreasonable prices that create issues like
unethical behaviour and such others.
Team formation
This is another crucial strategy that is adopted by the ICC to successfully implement the
ICC Cricket World Cup, 2003. Team formation is one of the core requirements associated with
implementing any international event. Team require at each individual stage of the event as
human resources are the one that set all the responsibilities associated with the event
management practice. Forming right team involve identifying the requirements and roles of the
event that is to be held and based on the identification this involves allocation of right duty to
eligible human resource (Leathrum and et.al., 2017). The success of the ICC Cricket World Cup,
2003 was required human resources at various positions such as marketing, PR, human resource
management, sales, project management and all different stages. Management strategies was
required at all these staged so that an efficient team of professional could have been developed so
that best level of implementations could have been achieved by the organisation. Success of the
whole event is majorly based on how efficiently professional and teams work and coordinate
with each other. Mega events like ICC Cricket World Cup, 2003 create a huge hustle between
the teams to coordinate and communicate over different areas of the event management practice.
Communication and coordination between team is very necessary to achieve the best level of
effectiveness at each individual stage of event management (de Roos, 2019). The availability and
communication glitch many times result into issues and confusion between the designated
individual at all different level. The result of this is ion the form of extra time consumption for

delivering a particular set of operation or inclusion of extra cost to deliver the same
responsibilities.
The above stated management strategies are adopted in the ICC Cricket World Cup, 2003
event. Behind the overall success of the event all these strategies played an important role for
ensuring a proper quality service at each individual stage or level of event management.
CONCLUSION
It has concluded that event industry plays important role in terms of organizing any
private and public events, exhibitions, weddings etc. The report examined the diversity of global
events which includes its structure and different types of events within our society. Moreover,
study summarized that event industry influenced by many factors such as technologies,
industrialization and political factors. Also, evaluated the value, impacts and legacy of global
events in terms of positive and negative. Further, reviewed management strategies to support
ICC development across the global events.

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Online
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<https://www.cloverinfotech.com/blog/how-technology-is-batting-for-cricket-top-11-tech-

advancements-in-play/#:~:text=The%20technology%20helps%20the%20umpire,speed
%20of%20a%20moving%20car.>.