Sports Event Coordination

The IRONMAN Group offers three partner levels: Premier, Technical, and Supplier. And they don't have rate cards. Every single package gets built from scratch. I wanted to understand how they decide what goes in each tier and how they actually price it. A simple approach would be to have fixed packages. Tier 1: Logo placement here, hospitality passes, social media posts. Tier 2: Smaller logo, fewer passes, less activation. Tier 3: Minimum visibility. Take it or leave it. The IRONMAN approach: Manuel Bassiere told me they don't work that way. "We offer three partner levels, Premier, Technical, Supplier, each with a distinct focus. Some prioritise key branding pieces and content creation, others on-site activations or digital rights." But within those levels, everything is bespoke. No two packages look the same. What changes from package to package: → Geographic scope (local vs. regional vs. global) → Partner category (what industry, what objectives) → Activation complexity (simple branding vs. integrated experiences) → Rights granted (digital, on-site, IP usage) Manuel was honest about the trade-off: "This is more time-intensive but leads to better partnerships." The Bulldog example: IRONMAN didn't approach Bulldog with a pre-built package. They started with athlete survey data showing demand for skincare solutions. Then they built the package around that specific need: → Refreshing showers during marathon sections → Recovery zones at finish lines → Product sampling in expo villages → Regional partnership scope (not going global immediately) The activation focused on serving athletes first, brand exposure second. What this actually means: IRONMAN spends weeks designing each package. They're not selling pre-defined inventory. They're consulting on how to integrate the brand into the athlete experience. The pricing reflects the custom work, not just the media value. The time investment: Partnership discussions run 6-12 months for regional and global deals. Part of that timeline is just package design. Understanding brand objectives, developing solutions, and creating custom proposals. Most properties want to close deals in 30 days. IRONMAN builds relationships over months. What I dug into: → How do you decide what goes in Premier vs. Technical vs. Supplier tiers? → What's the pricing methodology when everything is custom? → How do you scale this approach without making every deal drag on for a year? → Can smaller properties replicate this or does it only work for established brands like IRONMAN? Full breakdown of IRONMAN's partnership methodology in my newsletter archive. Subscribe to The Commercial Table - link in comments. Would you rather have a standard rate card (faster deals) or custom packages (better fit but slower)? Photo by Grégoire Cohen (IG: gregggoire)

Was the crowd surge at Puri Rath Yatra preventable? A crowd surge was reported during the Jagannath Rath Yatra in Puri on July 16. One person reportedly died and over 100 people were hospitalised after panic broke out on the Grand Road, where lakhs had gathered for the chariot procession. But how does a peaceful gathering suddenly become dangerous? It usually isn't because people start running. It happens when too many people are packed into the same space. At extremely high crowd densities, people lose control over their own movement. The crowd starts moving them. This is why experts distinguish a crowd surge from a stampede. In a crowd surge, people are pushed by pressure from all directions. That force can make it difficult to breathe, stay upright, or escape. Many so-called stampedes actually begin as crowd surges. The Odisha government said this was not a stampede and that extensive arrangements had been made, with nearly 12,000 police personnel, senior IPS officers and rescue teams deployed. But manpower alone cannot prevent crowd disasters. The real challenge is stopping dangerous crowd density before it builds. That means managing movement by: - Limiting crowd density - Preventing bottlenecks - Regulating entry and exit - Monitoring crowds in real time - Slowing the flow before pressure builds India hosts some of the world's largest religious gatherings every year. The crowds are predictable. The routes are known. The timings are planned. The challenge is not crowds themselves. It's managing them safely before they become dangerous. Krishnanshu Panda writes. Photo Credit: DD Mallick, EPS

Ahmedabad Crime Branch is leveraging advanced AI-based CCTV analytics to prevent stampede-like situations. Key Technology: Anti-Stampede Visual Analytics These systems use crowd movement detection, head count algorithms, and reference area mapping to estimate density and identify risk zones in real-time. How It Works: 1. Real-time Monitoring: AI-enabled CCTV cameras continuously analyse video feeds. 2. Crowd Density Estimation: 3. Pixel Analysis: Counts “black pixels” in greyscale images to approximate crowd size. 4. Object Detection: Models like Mask R-CNN detect heads or torsos to estimate numbers. 5. Threshold Triggers: Pre-set crowd density thresholds alert authorities when exceeded. 6. Anomaly Detection: Identifies abnormal behaviours such as: - Sudden surges or clustering. - Individuals falling or showing aggression. Response and Prediction: 1. Immediate Alerts: Sent to control rooms via LCDs or GSM messages. 2. Predictive Analytics: Forecasts crowd flow using real-time and historical data. 3. Reinforcement Learning: Improves evacuation strategies based on past incidents. Benefits: 1. Proactive Risk Prevention: Detects potential stampedes before they happen. 2. Real-Time Insights: More accurate than manual surveillance. 3. Public Safety: Reduces human error and enables fast response. 4. Resource Optimisation: Deploys personnel where needed most. 5. Data-Driven Planning: Informs future crowd management strategies. Challenges: 1. Accuracy Issues: Occlusions, lighting, and angles can impact detection. 2. AI Bias & False Positives: Poor training data may lead to misjudgments. 3. High Costs: Requires powerful processors and high-res cameras. 4. Privacy Concerns: Raises ethical questions around surveillance. 5. Infrastructure Integration: May be complex with legacy systems. 6. Threshold Calibration: Needs tuning to suit different environments. Human Role Remains Key: AI can alert, but response depends on ground personnel, as seen during past events like the Kumbh Mela. Use Cases: 1. Large Gatherings: Religious festivals, concerts, political rallies. 2. Transport Hubs: Airports, train stations. 3. Malls & Markets: Monitoring during high footfall. 4. Stadiums & Events: Managing entry/exit flows. 5. Tourist Spots: Preventing overcrowding.

See our new publication. The impact of #SocialGroups on crowd dynamics, particularly during evacuations, has long been a perplexing question. While there was limited evidence suggesting that social groups introduce inefficiencies to crowd movement, the reasons behind it were unclear. We revisited this in experimental settings, but went beyond pure observation. Our findings re-affirmed that evacuations involving social groups are significantly less efficient than those with solo individuals—and the larger the group, the greater the inefficiency. We determined that this inefficiency is largely attributable to the increased "spatial footprint" associated with group movement. https://lnkd.in/gEbnkMBz More importantly, we demonstrated that simple, easily-communicated interventions can reverse this effect. Encouraging groups to form a line (i.e., to platoon), rather than handholding, during movement almost completely eliminates this inefficiency.   This is another example of how information and training can allow crowds to self-regulate, a theory I introduced in 2020 with the notion of ‘self-optimising crowds.’ ⬇   https://lnkd.in/eqKGYT5n   In two recent publications ⤵⤵, we showed how targeted interventions to decision-making or physical movement of individuals could enhance crowd efficiency. This new finding, focused on social groups, adds another layer.   https://lnkd.in/eqhF-j6g https://lnkd.in/ezuyTuiz This reinforces my belief in the theory: the most efficient way to optimise crowd behaviour is from within, through self-optimisation. In doing so, the role of information, training, awareness raising, and formulating empirically-backed interventions cannot be overstated. It's a simple pragmatic approach in crowd management. It's different from what we are used to, but it works!

🚨 Mumbai Monorail Incident – Lessons for Railway Safety On August 19, 2025, heavy rains in Mumbai led to a major monorail breakdown between Chembur and Bhakti Park, leaving hundreds of passengers stranded. Emergency teams rescued more than 580 passengers, with several requiring medical support due to suffocation and panic. ⚠️ Preliminary Cause Reports suggest that overcrowding pushed the train beyond its designed capacity, leading to a power supply failure and loss of ventilation. Combined with adverse weather conditions, this created a serious safety risk. 🔧 Engineering Actions to Consider (from a Signalling & Railway Safety Perspective): 1. Load-to-Go Interlock – integrate weight/load sensors with ATS to prevent train dispatch if passenger capacity is exceeded. 2. Power & Ventilation Redundancy – ensure emergency batteries can sustain lighting, PA, CCTV, and ventilation for at least 60–90 minutes. 3. Rescue & Degraded Mode – establish clear degraded operation modes (push-out procedures, restricted manual operation, or safe evacuation walkways). 4. Crowd Management Integration – use AFC data and platform monitoring to dynamically adjust headways and prevent overloading. 5. Emergency SOPs – define clear timelines for OCC response, fire brigade access, and passenger communication in case of stalling. 🙏 This incident reminds us that technology alone is not enough; proactive safety measures, operational discipline, and well-prepared emergency responses are equally vital. Wishing safety to all passengers and gratitude to the rescue teams for their swift actions. #Mumbai #Monorail #RailSafety #Signalling #PublicTransport #CrisisManagement

🏀 The Best Partnerships Start Backward—Here’s Why 🚀 Too often, sponsorships start with, “What assets do we have to sell?” Logos. In-arena signage. Social posts. The traditional inventory. But here’s the thing: the best partnerships don’t start with what we have. They start with what the brand and the fans actually need. 🔹 Brands want more than visibility. They want relevance, engagement, and measurable impact. 🔹 Fans want more than ads. They want experiences that enhance their connection to the game. 💡 The key to a great sports partnership? Reverse-engineering the deal. Instead of selling what’s available, we ask: ✅ What does the brand actually want to achieve? (Awareness? Sales? Community connection?) ✅ What do fans love about this team, city, and culture? ✅ Where do those two things intersect in an authentic, high-impact way? When you start here, partnerships go beyond just branding—they create moments that fans actually care about. Some of the best deals I’ve worked on didn’t fit into a standard sponsorship package. Instead, they were built from the ground up: ✔ Creating new partnership categories that didn’t exist before ✔ Tapping into cultural relevance to make the brand part of the fan experience ✔ Designing activations that solve real business problems for partners At the end of the day, if a partnership doesn’t make sense for the fans, it won’t work for the brand either. What’s an example of a sports sponsorship you’ve seen that felt perfectly aligned—or one that missed the mark? Drop it below, I’d love to hear! 👇 #SportsSponsorships #BrandPartnerships #FanEngagement #StrategicMarketing #SponsorshipSales

The World's Best Crisis Management Command Center: Saudi Arabia's Hajj Command Center In crisis management, few events match the scale of the Hajj pilgrimage in Saudi Arabia. Each year, millions of pilgrims gather in Mecca, presenting unique challenges in crowd management and emergency response. The command center dedicated to this task stands out globally for its best practices in technology, processes, and personnel competency. Why It Stands Out Scale and Complexity The Hajj attracts over two million pilgrims, necessitating advanced planning and rapid response capabilities. Technology Integration - Real-Time Monitoring: Surveillance systems and drones provide oversight of crowd movements. - Communication Systems: Integrated platforms ensure seamless coordination among emergency services and law enforcement. - Data Analytics: Big data helps predict crowd behavior and identify risks. Process Optimization - Continuous Improvement: Each pilgrimage serves as a live exercise for refining processes. - Multi-Agency Coordination: Various stakeholders collaborate for a unified response. This - Scenario Planning: Regular drills prepare the center for emergencies. People Competency - Expertise in Crisis Management: Staff undergo rigorous training in emergency response. - Cultural Sensitivity: Responses are respectful of the diverse backgrounds of pilgrims. - Dedicated Leadership: Experienced leaders make swift decisions during crises. Conclusion Saudi Arabia's Hajj command center leads in crisis management, setting a benchmark for centers worldwide through its integration of technology, optimized processes, and skilled personnel. #CrisisManagement #EmergencyResponse #Hajj2025 #SaudiArabia #ResilienceLeadership #CommandCenter #SmartTechnology #DataDrivenResponse #PublicSafety #ResilienceHubKSA

If I had to rebuild a corporate sponsorship strategy today,
I wouldn’t start with a “gold, silver, bronze” package: 
I’d start with what brands really want
The stuff they’ll never put in an RFP. Here’s exactly how I’d design a partnership brands can’t walk away from: 1. Influence Over Eyeballs Stop pitching:
“We can put your logo on a banner.” Start pitching:
“We can put your people in the story.” Sponsors don’t crave impressions.
They crave authority. 
• Feature their employees as on-the-ground heroes
• Offer speaking slots or co-authored content
• Give them the microphone, not just a mention They want to shape the narrative, not just fund it. 2. Speed Over Red Tape Most nonprofits move like committees.
Brands move like campaigns. Instead of endless approvals, build a “48-hour kit”:
• Pre-approved media assets
• Plug-and-play contracts
• A point person who can greenlight fast If they sense you need three board meetings to post a tweet,
they’re gone. 3. Insight Over Impact Reports They already know you change lives.
What they secretly want is your intel. • Data that informs their product strategy
• Frontline trends their own analysts can’t see
• Quarterly briefings that feel like a CEO roundtable Your mission knowledge is their competitive edge.
Serve it up. 4. Cultural Fit Over PR Fit Logos can hide a lot.
Slack threads can’t. They’re watching how you:
• Treat your team
• Communicate under pressure
• Handle a late-night crisis If your internal culture feels brittle,
no amount of glossy photos will save the deal. Corporate sponsorship isn’t charity.
It’s a growth strategy with you as the secret weapon. Design for influence, speed, insight, and culture
and you won’t chase logos.
They’ll chase you. Connect with me and comment corporate and I’ll send a resource on how we are helping our clients secure partnerships that last. With purpose and impact, Mario

Pakistan. One more death of an innocent student "Death is inevitable, but our behavior after death is not justified. At Multan Nawaz Sharif Agricultural University, a 21-year-old student, Manahil, was crushed by the university bus, within the university itself. Her body remained on the road because the administrators, including the Vice Chancellor and relevant administration staff, did not know how to handle the situation. Our educational institutions lack safety arrangements and proper traffic control. The irony is that emergency response plans are either limited to paperwork or only concern fires. If someone gets injured or dies, the entire administration, instead of offering support, resorts to suppressing the matter and issuing threats. Manahil had spent two and a half years at the university; she was the light of her parents' eyes. Her father pleaded for three hours, but Manahil’s body remained on the road. Before another Manahil falls victim to such an accident, I urge all educational institutions to work on safety, traffic control, and emergency response plans. If you need guidance, I am here to assist." Example of Deadly Accidents and Way Forward to Protect Innocent People: This accident highlighted the importance of stringent safety measures and the need for comprehensive emergency response plans. Way Forward to Protect Innocent People: 1. Implementing Strict Safety Protocols: Educational institutions must develop and enforce comprehensive safety protocols. This includes regular safety drills, proper training for staff and students, and ensuring all vehicles are regularly maintained and inspected. 2. Enhanced Traffic Control Measures: There should be strict traffic control within and around educational institutions. This can be achieved by employing traffic wardens, installing speed bumps, and creating designated pedestrian zones. 3. Effective Emergency Response Plans: Institutions should have well-documented and practiced emergency response plans that cater to various scenarios beyond just fires. Regular drills and clear communication channels are essential to ensure everyone knows their role in an emergency. 4. Immediate Medical Response: Institutions must have readily accessible medical facilities and trained medical staff on campus. This ensures immediate medical attention in case of any accident, which can be life-saving. 5. Accountability and Transparency: In the event of an accident, institutions should prioritize transparency and accountability. Rather than suppressing incidents, there should be a clear procedure for investigation and support for victims and their families. 6. Community Involvement:Engaging the community, including parents, local authorities, and safety experts, can provide valuable insights and resources for enhancing safety measures within educational institutions. By taking these steps, we can significantly reduce the risk of accidents and ensure a safer environment for students and staff alike.

Safety Training: Lessons from an Outdoor Fire Demonstration An outdoor fire demonstration was observed where open flames were used in close proximity to a large audience. While the activity may have had cultural or historical significance, it presented serious safety concerns due to limited structure, planning, and control measures. One of the most critical observations was the distance between the fire and the spectators. The crowd stood very close to the flame, with no visible barricades or clearly defined safety perimeter. In any fire-related activity, maintaining a safe distance is essential to prevent burns, injuries, or panic in the event of sudden flame escalation. Additionally, there was no clear evidence of fire control measures. Basic safety requirements such as fire extinguishers, sand buckets, or standby emergency responders were not visible. This significantly increases the risk, as even a small, controlled flame can quickly grow if influenced by environmental factors like wind. Another concern was the lack of structure and supervision. There was no visible safety officer or organized system to manage the demonstration. High-risk activities like this require proper planning, defined roles, and active monitoring to ensure hazards are controlled at all times. From a risk perspective, the fire could have easily spread due to: Wind carrying flames or embers toward the crowd Excess or poorly arranged combustible materials Lack of immediate response in case of escalation To prevent such situations, the following measures should always be in place: Conduct a risk assessment before the activity Establish and enforce a safe perimeter Provide firefighting equipment and emergency readiness Assign a competent safety supervisor Brief the audience on safety precautions Key Lesson: Outdoor settings do not eliminate risk. Without proper control measures, even a simple fire demonstration can become a serious hazard. Safety must remain a priority regardless of the purpose, tradition, or setting of the activity. Thank you and stay safe