SPORTS EVENT MANAGEMENT

This study investigated the role of technology in enhancing sports event management at the University of Benin. A descriptive survey research design was adopted for the study. The population comprised all 44,500 undergraduate students, with a sample of 381 students selected from three faculties using a multistage sampling technique. The instrument for data collection was a structured questionnaire titled "Technology and Sports Event Management Questionnaire (TSEM-Q)." The data collected were analyzed using descriptive statistics, specifically mean and standard deviation, to answer the research questions. The findings revealed that event management software significantly enhances the planning, coordination, and operational efficiency of sports events. Online registration platforms were found to reduce administrative stress, increase participation rates, and improve communication effectiveness. Furthermore, live streaming technology was shown to boost audience engagement, expand the global reach of university sports, and attract potential sponsors. Based on these findings, it was concluded that technology plays a crucial role in improving the management and delivery of sports events at the University of Benin. The study recommends the full integration of event management software, the adoption of online registration systems for all university sports events, and the strategic use of live streaming technology to maximize audience engagement and sponsorship opportunities.