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On 18 April, more than 250 students, staff, and guests gathered at the Amex Stadium for the University of Sussex Business School Societies Spring Ball.  Hosted in one of Brighton and Hove’s most iconic premium venues and sponsored by Brighton & Hove Albion Football Club, the evening brought together five Business School societies for a celebration that blended professionalism, ambition, and community.

Planned over four months by a dedicated student organising team, the ball showcased what is possible when leadership, collaboration, and real-world business skills are put into practice. From digital marketing and ticket sales to supplier negotiations and budget management, the event was not only a social highlight of the academic year but also a hands-on learning experience for those behind the scenes. With all tickets sold, a carefully managed budget, and strong support from the University of Sussex Business School, the Spring Ball stood as a powerful example of student-led excellence.

Here, President of the Sussex Business Society, Elena Khamitova (BSc Marketing and Management) tells us what she learned through organising and hosting the event.

This year's Business School Spring Ball was on a grand scale of 250 guests. What was your original vision when planning began back in December?

Honestly, we were working with a very tight budget at the beginning and didn't believe we could pull off something on this scale. We were weighing up two very different options: a smaller event at a local hotel with a more manageable venue cost or pushing ahead with the Amex. We decided to stay with the Amex, knowing it would mean a huge amount of work to manage the budget and logistics in a short timeframe. We genuinely didn't expect the level of interest we received. All 250 tickets sold, and there were still more students who wanted to attend, but we simply couldn't extend the contract at that late stage.

How did hosting the ball at a premium venue like the Amex Stadium change the tone of the event?

The Amex came with real responsibility. It's a large, high-profile venue, so the décor and overall presentation had to match the expectations of our guests. At the same time, it was a huge asset for promotion. Many students were genuinely excited to see the stadium from the inside, and that helped drive early ticket interest.

Behind the scenes: leadership and organisation

What does 'taking the lead' actually look like when organising an event of this scale?

In some ways it's similar to a group university project, but with far higher stakes. Once you've signed a £10k contract, stepping back is not an option — you have to see it through to the end. I completed my placement year at Caterpillar, where I had some exposure to organising large-scale events, and that experience helped me approach this professionally. It went far beyond being 'just a student'; it meant taking ownership of a significant budget and the responsibilities that come with it.

What were the biggest challenges you faced across the four months of planning?

Our hardest moment came when ticket sales slowed down and we still had around 100 tickets left with a week to go before the Amex contract payment deadline. It was also exam period. Our team pulled together and launched a big promotional push — setting up a stand in Library Square, emailing Business School professors, and running an intensive social media campaign. Within that week, we'd pushed sales up to 200, and we sold out soon after.

Coordinating five different societies is no small task. How did you keep everyone on track?

We made the most of the different skills across the societies and gave people clear roles. We held weekly meetings and built a shared Excel sheet mapping out responsibilities. With so many moving parts, that document was essential.

Real-world skills in action

What skills did you develop that you'll carry into your career?

I developed a set of practical, transferable skills that I’m confident will carry into my career. I strengthened my stakeholder management by coordinating with Business School staff, professors, and the Students’ Union, gained hands-on experience in supplier negotiation and contract management, and led outreach to external partners.

On the commercial side, I built my digital marketing and sales strategy skills by managing social media channels, shaping ticket pricing, and selling out all 250 tickets. I took full ownership of a £13k budget and delivered the event with a surplus while coordinating five societies and driving collaboration across a wide network of partners.

Managing a £13k budget is a major responsibility. What did you learn?

The most difficult part was setting a décor budget without knowing if we'd sell all the tickets. At one stage, we didn't even have budget for the DJ or photographer. We negotiated reduced prices and went back to suppliers from previous years. One décor partner even allowed us to delay payment, which was a real lifeline while managing cash flow.

The partnership with Brighton & Hove Albion Football Club

How did the partnership come about?

We reached out to a Brighton & Hove Albion representative to explain our budget shortfall. They responded quickly and agreed to support us in return for promoting their women's football programme. The timing was ideal, with the WSL season finale at the Amex in May and announcements about more games returning next season.

What did hosting the ball at the Amex add to the experience?

The views, the scale of the venue, and the premium catering added something special, and it helped us build a strong relationship with the venue for future events.

Why are partnerships like this so valuable for student initiatives?

They bridge the gap between the student experience and the wider city. For us, it meant the difference between a scaled-back event and one that genuinely delivered on our ambitions. They show students what's possible when local organisations back ambitious ideas.

Community, pride and reflections

How important was Business School support in keeping the event accessible?

It was essential. We couldn’t offer free tickets, so we prioritised keeping prices as low as possible and consistently chose affordability over additional décor.

What moment on the night made everything feel worth it?

There were two: seeing the venue come together during setup and later giving my speech and hearing such positive feedback from guests.

Is there something you're particularly proud of?

The student-led nature of the event. Many guests assumed there was professional support behind the scenes, but we built everything from scratch ourselves.

What advice would you give future society leaders?

Plan early, especially sponsorship, work closely with the SU from the beginning, and don’t leave approvals until the last minute.

What does this experience say about opportunities in the Business School?

It shows that students are trusted with real responsibility — managing a £13k budget, negotiating with premium venues, selling out large events, and delivering genuinely career-building experiences.

Looking back, how would you sum this up in one sentence?

It was the closest thing to a real job I've done as a student — and the most rewarding.

Free match tickets for Sussex students on 16 May women’s football match, Amex stadium

As part of their generous sponsorship of the Spring Ball, Brighton and Hove Albion Football Club have offered up to 200 complimentary tickets to our students for the women's match on 16 May, 1pm at the Amex Stadium! You must insert the code SOC3836tfz07 at checkout to claim the free tickets. Please note only 4 tickets can be claimed per transaction.