A sport-oriented place branding strategy for cities, regions and countries
Sport, Business and Management
ISSN: 2042-678X
Article publication date: 10 August 2018
Issue publication date: 7 September 2018
Abstract
Purpose
How could a city, a region or a country succeed in its attempt to use sport to (re-)define, position and promote itself? Consequently, what do jurisdictions and brand managers need to consider when using sporting events as a leverage to market themselves abroad? The paper aims to discuss these issues.
Design/methodology/approach
This paper draws from a combination of an extensive literature review and secondary data collection in order to build a conceptual framework, entitled the “diamond” of place branding through sport.
Findings
Managers and politicians of cities, regions and countries should espouse a holistic approach when developing their place branding strategy through sport. This holistic approach can be articulated around four dimensions: sport, economic, commercial and social.
Research limitations/implications
Drawing mainly from a literature review, with the support of concrete examples, this is a first step within the confines of an exploratory research. A future study could analyze the specific cases of jurisdictions and how these fit within the conceptual framework articulated in this paper.
Originality/value
A place branding strategy through sport should be translated into a socio-economic legacy, with private and public benefits for the community. Ultimately, place branding through sport is one of the components of the overall place branding strategy of a jurisdiction.
Keywords
Citation
Richelieu, A. (2018), "A sport-oriented place branding strategy for cities, regions and countries", Sport, Business and Management, Vol. 8 No. 4, pp. 354-374. https://doi.org/10.1108/SBM-02-2018-0010
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited