Communication Is Participant Experience
Everything a participant knows about your tournament — where to go, what to bring, when to arrive, what's happening — they learn through your communications. Gaps in communication create anxiety, questions, and day-of confusion that overwhelm your staff.
A comprehensive communications plan eliminates most day-of "I didn't know" moments before they happen.
The Communications Calendar
Pre-Registration Phase
Goal: Drive registrations. Build excitement.
- Tournament announcement (date, format, registration open)
- Early bird reminder (1–2 weeks before discount expires)
- Division fillling up / spots limited (when true)
- Registration closing reminder (1 week before close)
Channels: Email to previous participants, social media, partner organization networks
Post-Registration Phase (Registered Teams Only)
Goal: Collect outstanding requirements. Build confidence.
T-30 days:
- Welcome to [Tournament Name] — confirmation + key dates
- Roster submission instructions and deadline
- Waiver collection process
T-14 days:
- Venue information: address, parking, directions
- Schedule format overview (pool play, bracket format, estimated end time)
- What to bring / what to expect
T-7 days:
- Reminder: outstanding requirements check (missing waivers, roster)
- Weather contingency policy
- Check-in time and location
- Contact information for questions
T-3 days:
- Final logistics: check-in process, first game time
- Live bracket link / where to find results
- Emergency contact number for day-of issues
T-24 hours:
- Final reminder: check-in time, what to bring
- Any last-minute updates (weather, field changes)
- Parking instructions
Day-Of Communications
Morning:
- "Good morning! Tournament starts in [X] hours. Here's your schedule: [link]" — text or app push
- Any weather or schedule changes (as they occur)
During the event:
- Score updates (automated via your scoring platform)
- Schedule changes or delays (via text group or app)
- Bracket advancement announcements for key divisions
End of day:
- Awards ceremony time and location
- Lost and found announcement
Post-Event Communications
Within 24 hours:
- Thank you message to all participants
- Link to results/final bracket
- Participant survey (3 questions, 2 minutes)
Within 1 week:
- Highlight content (if you have photos/video)
- Save the date for next year (if dates are set)
- Sponsor acknowledgment
Within 1 month:
- Survey results + commitment to address feedback
- Early bird registration announcement if relevant
Channel Strategy
Email: Primary channel for detailed, official communications. Build your list from registration data.
Text/SMS: Best for time-sensitive day-of updates. Get opt-in at registration.
App (if you use one): Push notifications for immediate updates during the event.
Social media: Public-facing content. Results, highlights, atmosphere. Less effective for direct participant communication.
Posted signage: Venue maps, field assignments, schedule changes. Physical backup for digital communications.
Template Library
Create templates for recurring communications so they don't need to be written from scratch each tournament:
- Registration confirmation
- Roster submission instructions
- Final logistics email
- Day-of schedule email
- Post-event thank you
- Survey email
Templates save hours per tournament and ensure consistency.