In the realm of major sporting events, security is more than just a protocol—it is the foundation upon which everything else rests. Smooth safety and security operations are often key factors in the overall success of an event experience. Ensuring the safety of athletes, referees, dignitaries, Media and thousands of fans from across the globe requires both strategic and integrated planning approach and human-centered considerations. Few understand this balance better than Uliana Barbysheva, an expert in security management, planning, and operations, with a solid reputation for overseeing stadium security during the 2018 FIFA World Cup in Russia and the 2022 FIFA World Cup in Qatar. Uliana’s philosophy emphasizes people-oriented security and promotes an approach that seamlessly integrates various stakeholders, fostering cooperation to ensure safety without compromising the fan experience. This balanced strategy allows fans to enjoy the event without feeling burdened by a heavy security presence, blending safety with service to create a secure yet welcoming atmosphere.
Integrated Planning for Sports Event Security
Uliana’s vision for security in major sporting events hinges on a holistic and integrated planning system. She believes that effective security involves the seamless collaboration of various stakeholders, including law enforcement, event organizers, private security and stewarding companies, and local authorities. Many stakeholders contribute to the smooth security operations, not just the policing authorities or the event’s security department. By coordinating and facilitating these efforts, the team leading the security operations develops tailored security plans that address the specific needs of athletes, media, VIPs, and attendees alike based on a comprehensive risk assessment.“We ensure the lifecycle of the client within the event is smooth,” Uliana explains. “Security is not just about protecting venues or people—it’s about understanding the dynamic flow of people, transport, assets, and information,” she explains.
This approach is based primarily on the Council of Europe’s Convention on an Integrated Safety, Security, and Service Approach, a framework that combines safety and service with security, with a focus on integrating stakeholders.
Crafting a Security Ethics Framework for Major Sports Events
“My approach for security in major sporting events is built on two core pillars: the client and the workforce. Security operations aim maintain a low-profile presence,” she says, emphasizing the importance of striking a delicate balance between stringent safety protocols and creating an inviting, celebratory environment. Security must not feel like an imposing force but rather a discreet assurance that allows spectators to immerse themselves fully in the excitement of the event.
Equally important is the welfare of the workforce, who often make up the largest team at these events. “We aim to ensure that security teams are well-treated. Good meals, comfortable transportation, and functional uniforms are crucial in maintaining morale and efficiency,” she emphasizes. In her view, security personnel who are well-cared for perform better, enabling them to manage their roles effectively, even under immense pressure.
A Passion for People-Centric Security
When asked what ignited her passion for ethical considerations in security, Uliana is quick to point to her people-oriented approach. “It’s all about people and, of course, fun!” she says with a smile.
Building and Leading High-Performance Teams
Managing large-scale security teams for events like the World Cup is no small feat. The sheer size and diversity of these teams pose their own set of challenges, but Uliana has mastered the art of fostering motivation and unity. “Being part of a major sporting event is inherently motivating,” she says. The scale, energy, and prestige of these events drive people to perform at their best. However, as Uliana points out, effective leadership goes beyond that initial excitement.
Her approach starts with clearly defined goals and expectations. “When every team member understands the impact of their role, it fosters a shared sense of purpose,” Uliana explains. But as the event draws closer, the pressure mounts, and long hours take their toll. In these moments, she believes that leadership must offer unwavering support. “Maintaining motivation in the face of exhaustion requires strong guidance, open communication, and constant encouragement,” she adds. Recognizing the efforts of her team, even in small ways, helps to sustain morale through the most challenging phases of event preparation.
Ultimately, it’s the moment when the event unfolds—when the fans cheer, and everything runs smoothly- that the team’s collective efforts come to life. “There’s no greater motivation than seeing the happy faces in the stadium and knowing that we contributed to that moment,” Uliana reflects. This shared success is what brings her teams back together for the next challenge, and it’s what fuels their desire to keep improving.
Integrating Ethics into Security Workflows
As industries evolve, so do their security needs. “I wouldn’t say there’s any crucial resistance to the shift towards a more service-oriented security approach,” she notes. Over the years, the industry has moved towards a model that prioritizes safety, security, and service—three elements that are now recognized as essential in event security.
For Uliana, the key lies in framing security as more than just “gates, guns, and barriers.” It’s about creating an environment where people feel safe without feeling overwhelmed. The “service” aspect of security, she argues, should be as important as the safety itself.
Challenges and Opportunities Beyond Sports Events
The principles she has applied in her career have far-reaching implications across various industries, not just in sporting or mass events. “The same concepts can be applied to city management and transportation systems,” she explains. Safety, security, and service—are critical in sectors where large groups of people interact, whether it’s a transportation hub or a bustling city center.
In these areas, the challenge often lies in coordinating the efforts of multiple stakeholders, from local government officials to law enforcement, and even private companies. The opportunity, Uliana believes, lies in leveraging technology to streamline these efforts. She points to the growing potential of IoT (Internet of Things) and other digital solutions in creating more efficient, integrated systems that can handle the complexities of modern urban environments.
However, as technology becomes more prevalent, so do the ethical challenges it brings. Uliana anticipates that future issues in security will stem from areas such as cyber threats, AI use, and data protection. “As our reliance on technology increases, we have to be vigilant about protecting privacy, and preventing data misuse, or even simply ensuring that the system doesn’t go down in the middle of operations or the event” she warns.
Balancing Professional and Personal Life
For Uliana, the balance between personal life and professional commitments is one that fluctuates depending on the demands of the job. “During the later stages of event preparation, there’s no such thing as balance—it’s all hands on deck,” she admits. Her focus is entirely on the event during these periods, leaving little room for personal downtime. However, she emphasizes the importance of making time to recharge during quieter phases. “I take those moments to rest, reconnect with loved ones, and recharge. It’s about being present when you can, knowing that the intense phases are temporary.”
Invisible Security: A Vision for the Future
Looking forward, Uliana envisions a future where security at major sporting events is so seamless, it becomes almost invisible. “The goal is to integrate security measures so smoothly into the event that attendees hardly notice them,” she says. This can be achieved through advanced technologies such as AI and predictive analytics, tools that can enhance security without being obtrusive and, of course, through the detailed planning of the event’s services by all involved stakeholders.
Uliana also advocates for increased community engagement, especially in the context of sports events. By involving fan groups in the planning process, security teams can better understand their concerns and work towards creating a more inclusive, collaborative environment. This, combined with continuous training for staff, will foster a culture of safety that empowers both attendees and employees.
Leading with Diversity
Uliana’s leadership journey, particularly as a woman in a male-dominated field, has been marked by both challenges and successes. “It’s not about direct competition but finding synergy between different perspectives,” she says. By embracing diversity—whether in gender, culture, or experience—Uliana believes that security teams can approach challenges from a broader perspective, resulting in more effective solutions.
Her advice to budding security professionals? “Embrace the digital transformation, collaborate with event management experts and other stakeholders, and stay engaged with the community. The future of security lies in collaboration and innovation.” “It’s important to recognize and appreciate individual and collective efforts, even in the midst of long hours, to remind everyone that their contributions matter.”
“By embracing diverse genders, cultures, experiences, and legal nuances from around the world, organizational leaders can gain a broader, more comprehensive approach, see the bigger picture, compare approaches and select the best combination for the specific event.”
“Opportunities lie in technology-driven solutions like IoT for efficient safety monitoring and fostering community trust through transparency.”
