CASE: major event strategy (IMGA winter world masters games 2028)
“Nothing Stops Us - We Are Masters” Event Concept and Strategy for the IMGA Winter World Masters Games 2028 Finland.
Case Study: MAJOR EVENT STRATEGY & “START PACK”
Event Concept and Strategy for the IMGA Winter World Masters Games 2028 Finland
Overview
Project: WWMG2028 Strategy + Branding
Finished: November 2025
Client: Salppuri Ltd
Focus: Strategy and Storyline for the Winter World Masters Games 2028 (Event Launch
The Challenge
WWMG2028 needed one shared strategic backbone for 2026–2028 planning and decision-making. The work had to align leadership, governance, sport concept, delivery structure, budgeting, and brand. Without this, the risk is fragmented plans, inconsistent priorities, unclear ownership, and budgets that don’t match delivery.
The Goal
Create a practical strategy and leadership toolkit that: sets direction and priorities, turns strategy into programs and projects, anchors sport and budget decisions to the strategy, and builds the event story and visual identity (incl. logo).
MY Approach
Built a full 10-step major event strategy framework as a management tool. Linked vision → objectives → CSFs → KPIs → baseline, and translated it into a program and project structure with clear ownership. Developed early business model and revenue logic to guide budgeting. Created the narrative and visual identity system (logo + guidelines). Advised on sport program and venue logic to keep choices realistic and aligned.
Key Results
One coherent framework to steer decisions and delivery. Strategy, sport concept, delivery structure, and budgeting aligned. Program & project framework established. Baseline budget plus a full budgeting tool for planning and scenarios. A complete event story and a consistent visual identity for WWMG2028 Finland (logo + graphic rules).
Deliverables
Strategy & Concept Deck (Event Vision, Mission, Values, Strategic Objectives, CSF, KPI, Zero Point, Program Planning Framework, Revenue and Branding Strategy)
Graphic Guidelines (typographty, logo, colors, mockups)
Event Logo (Logo Pack)
Budgeting Tool incl. first Event Budget (baseline)
Business & Revenue Operations Master Plan
Sports Master Plan Document (Programming, Master Schedule, Sports Info)
Event Website (for Launch) at https://masters2028.com
Outcome
The Organising Committee Of The Games got a single framework to lead WWMG2028 planning and decision-making — strategy, delivery structure, sport concept, budgeting, and brand aligned.
Early traction was strong: 1,300 masters pre-registered in the first two weeks, two years before the event, toward a 4,000 participant target.
Who I am to help You?
I am Jesse Kiuru. A straight-forward-thinking event professional with over 20 years of experience in organizing events, supporting event leaderships and host cities.