Major Football Event Provides Experience for ICMS Students

Three ICMS Bachelor of Business (Sports Management) students recently stepped into the operational core of the Women’s Asian Cup, a major international women’s football tournament.  

Tara Black, Matt Fitzgerald and Jayden Botfield worked as Services Coordinator Interns, gaining practical experience in the complex logistics of this globally celebrated sporting event. 

The sports management industry requires professionals who can combine theoretical business knowledge with rapid, on-the-ground problem-solving.  

Through structured practical placements, students have the chance to put their classroom learning to the test in professional environments.  

For Tara, Matt and Jayden, this meant engaging directly with the operational challenges of a multi-city tournament. 

Here’s a closer look at their experience, the responsibilities they managed, and the professional insights they gained whilst working behind the scenes. 

The Scope of the Tournament

Held every four years, the recent Women’s Asian Cup brought together 12 national teams to compete across Perth, Sydney, and the Gold Coast. The event culminated in a highly anticipated final match on 21 March. 

The tournament showcased top-tier football talent and required immense logistical planning to deliver successfully. Managing an event of this scale involves coordinating transport, security, hospitality, and scheduling across multiple venues and cities. For the students, this provided a unique environment to observe and participate in the delivery of a large-scale international sporting event. 

By operating in an environment with high stakes and tight deadlines, the students gained insights into the meticulous preparation required to deliver a seamless experience for players, officials, and fans. 

How They Landed their Roles

The students secured their internship roles through the ICMS Work Integrated Learning (WIL) program. This program connects students with industry opportunities, allowing them to apply their academic learning in practical settings. 

“We all secured the opportunity to intern with a local organising committee through the help of our ICMS professional placement team,” said Tara. 

The application process reflected standard industry recruitment practices.  

“We undertook interviews with our prospective supervisors before being offered the roles,” Tara added.  

This process helps students practise their interview techniques and understand employer expectations prior to formally entering the job market. 

The WIL programme is designed to bridge the gap between academic study and professional practice, offering students a structured pathway to gain exposure to their chosen industries. 

A Day in the Life of an Intern

As Services Coordinators, the students experienced highly varied daily routines. Major sporting events are dynamic, and staff must be ready to adapt to changing circumstances and operational needs. 

“Our role included shifts between the Main Operations Centre and stadium visits, assisting with team movements, transport management, guest relations, and even coordinating airport arrivals and departures,” Matt explained. 

Managing transport for national teams and officials requires precision and clear communication. A delay in one area can create a flow-on effect across the entire tournament schedule. The students learnt how to use operational software, communicate effectively via radio systems, and manage logistical timelines. 

“Match days were especially varied, involving everything from VIP lounge management to volunteer coordination,” Matt noted.  

Engaging with volunteers and managing guest experiences are critical components of event management, requiring strong interpersonal skills and professional composure. 

Lessons from the Field

The placement gave students exposure to the sports industry at a professional level. Experiencing the scale of an international tournament allows students to see how various business units collaborate to achieve a common goal. 

“We were excited to gain a better understanding of the complex co-ordination required to plan and run such an event,” Jayden said. 

Event management involves multiple departments, including marketing, operations, security, and broadcast media.  

“It’s been incredible to see how different departments work together to deliver a successful major sporting event,” he added. 

This cross-departmental exposure helps students understand the broader context of sports management. It shows how strategic planning affects daily operations and how every role contributes to the final result delivered to fans. 

Unforgettable Moments

Working at a major event often provides unforgettable moments that showcase the scale and energy of the sports industry. 

“I was fortunate enough to assist in presenting the medals at the final in front of 74,000 spectators,” Matt shared. 

Being part of a major international broadcast event requires focus and professionalism. “The placement offered opportunities to interact with players, officials, and event staff,” Matt said. 

These interactions allow students to observe the professional conduct expected at the highest levels of the industry.  

They also help demystify the roles of high-profile officials and athletes, reinforcing that clear communication and respect are foundational to all professional relationships. 

Skills That Extend Beyond the Classroom

Beyond the excitement of the matches, the experience offered opportunities for professional growth and skill development. The demands of event management require a specific set of soft skills that are best honed through hands-on practice. 

“The placement provided opportunities to develop teamwork, time management, crisis management, and problem-solving skills,” Tara noted. 

In event management, challenges are bound to arise. Whether it’s a delayed transport bus or a missing credential, staff must resolve issues quickly and discreetly. “We’ve learnt how to manage different stakeholders’ priorities and personalities in a high-pressure setting,” she explained. 

Learning to navigate stakeholder relationships is a vital skill for aspiring sports managers. Students need to balance the needs of athletes, sponsors, media, and fans, often while working under tight timeframes. 

Behind the Curtain

One of the biggest lessons for the students was recognising the sheer scale of effort involved in delivering such an event. When everything goes to plan, much of the hard work by the operations team remains largely unseen by the public. 

“The placement provided insights into the preparation, co-ordination, and leadership needed for such an event,” Jayden said. 

Planning for international tournaments starts years ahead. “We were amazed by the number of staff and volunteers involved,” he added. Coordinating thousands of volunteers requires clear training programmes, strong leadership, and effective communication channels. 

Understanding the logistical frameworks that underpin large teams of staff and volunteers is essential knowledge for anyone pursuing a career in sports management. 

Why Placements Like This Matter

Reflecting on their experience, the students highlighted the importance of professional placements for those pursuing careers in sport or event management. Practical exposure is an essential complement to academic study. 

“This opportunity has allowed us to gain real-world experience, apply our academic skills, and boost our confidence in the workplace,” Matt said. 

Entering the workforce with a solid grounding in industry practices gives students a real advantage. “The placement provided opportunities to build networks and explore potential career pathways within the sports management sector,” Matt added. 

While networking outcomes and career progression depend largely on individual effort and external factors, taking part in major events provides an excellent starting point for building professional relationships.  

The sports management sector is highly collaborative, and making a positive impression during placements can support students as they transition into their careers. 

By combining the academic rigour of the Bachelor of Business (Sports Management) with practical industry exposure, students like Tara, Matt and Jayden are actively preparing for the complex realities of the global sports industry. 

Disclaimer: The information provided is accurate to the best of our knowledge at the time of publication. Individual placement experiences, networking outcomes, and career exploration opportunities may vary depending on individual performance and circumstances. All professional placement opportunities are subject to availability, academic progress, and final approval by the relevant hosting organisations. Completion of a placement does not guarantee future employment.