Research on the co-branding and match-up of mega-sports event and host city

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Against the background of economic transformation and globalization, the impact of sports industrialization on economic development has become a hot spot. The relationship between sports events and urban development, which lies at the core of sports industrialization, is receiving growing attention from researchers. Existing studies have looked primarily at the direct economic benefits. However, it is the brand elements, condensed in core value, that are actually the source of the general competitiveness in terms of urban sustainable development and long-term intangible assets. Sporting events have a very special meaning and impact in terms of moulding city brands and building urban awareness. They enable cities to acquire resources and build momentum for continued development. Some examples of this include acquiring better basic facilities and an enhanced urban environment; increased development of relevant industries; publicity and promotion of city brands; greater urban renown, tourism, and investment; and formation of an urban sports culture. However, maximizing the promotion benefits requires integrating the common elements that exist between the sports event and the host city, namely the coherence points in co-branded marketing. This paper explores the evolution of the relationship between sporting events and host cities, and discusses how to improve the integration of common elements and match the integrating elements in order to maximize the synergistic effect of co-branding.
Original languageEnglish
Pages (from-to)1098-1108
JournalThe International Journal of the History of Sport
Volume32
Issue number8
DOIs
Publication statusPublished - 2015

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Sports
event
industrialization
urban development
promotion
economics
publicity
competitiveness
assets
sustainable development
marketing
Tourism
Branding
globalization
industry
resources
Values
Economics
Industrialization

Keywords

  • sports event
  • host city
  • brand image
  • co-branding
  • match-up

Cite this

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title = "Research on the co-branding and match-up of mega-sports event and host city",
abstract = "Against the background of economic transformation and globalization, the impact of sports industrialization on economic development has become a hot spot. The relationship between sports events and urban development, which lies at the core of sports industrialization, is receiving growing attention from researchers. Existing studies have looked primarily at the direct economic benefits. However, it is the brand elements, condensed in core value, that are actually the source of the general competitiveness in terms of urban sustainable development and long-term intangible assets. Sporting events have a very special meaning and impact in terms of moulding city brands and building urban awareness. They enable cities to acquire resources and build momentum for continued development. Some examples of this include acquiring better basic facilities and an enhanced urban environment; increased development of relevant industries; publicity and promotion of city brands; greater urban renown, tourism, and investment; and formation of an urban sports culture. However, maximizing the promotion benefits requires integrating the common elements that exist between the sports event and the host city, namely the coherence points in co-branded marketing. This paper explores the evolution of the relationship between sporting events and host cities, and discusses how to improve the integration of common elements and match the integrating elements in order to maximize the synergistic effect of co-branding.",
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author = "Q. Dong and Geert Duijsters",
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Research on the co-branding and match-up of mega-sports event and host city. / Dong, Q.; Duijsters, Geert.

In: The International Journal of the History of Sport, Vol. 32, No. 8, 2015, p. 1098-1108.

Research output: Contribution to journalArticleScientificpeer-review

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