Pau Serracanta, Managing Director of Dorna Sports, visited our Full-Time MBA students during a session of the Sports Business Management elective course at ESADE. Serracanta explained the “nuts and bolts” of hosting sporting events, including the importance of defining the event’s strategy; how to successfully navigate the bidding process; the necessary preparation, operations and logistics to make the event a success; and the “legacy” left behind after the curtain has closed on a major event.
After this masterclass, Serracanta also answered some questions for our blog:
Organizing a MotoGP race involves coordinating thousands of people. What are the keys behind the definition of a good event strategy?
Having a good manual for promoters is key, clearly defining the services that the local organizer, the International Federation (FIM) and the series organizer, Dorna, will provide.
Can you give us 5 tips to make an event a success?
A key point is easy and fluid access to the event, having big screens to not miss any piece of the action, good performances on the track, entertainment for the fans during the competition breaks and good catering services.
What are Barcelona’s strengths and weaknesses in terms of hosting sports events?
Fantastic facilities, nice weather the entire year and lots of hotel space. In terms of weaknesses, I see poor train transportation infrastructures and not enough intercontinental flights.
In 2017, we’ll celebrate the 25th anniversary of the Barcelona Olympic Games. Is the city prepared to host them again? Why or why not?
Yes. Barcelona has always been great at organizing top international sports events and trade fairs like the Mobile World Congress. Its facilities and the talent and experience of professionals organizing sports and other events make Barcelona a winning option to host the Olympic Games again.