Sports and Urban Marketing - European Experience

Author: (Germany) Dario Erik Alexander
Translator: Shen Tiyan, Yang Kaizhong, Gao Yingying
Germany/Germany
Publisher:
Publish Date: 2006-10-01
Features: This book is a translation of the English version of the same title. It introduces the urban backgrounds and cultures of five European cities: Barcelona, Helsinki, Manchester, Rotterdam, and Turin. It analyzes and evaluates their experiences in using sports marketing as a city development strategy, promoting urban growth through hosting international-level events. The book demonstrates the immense potential benefits of sports and their crucial role in urban marketing. It reveals that in the contemporary world, developing sports and hosting sports events can promote the construction of urban infrastructure (including transportation, entertainment and leisure facilities, and sports facilities), improve the urban environment and public quality of life, and play a role in promoting the city, developing tourism and various service industries, and driving urban development and progress. Currently, China is actively preparing for the 2008 Beijing Olympics. How to leverage this global major event to drive the development of Beijing and even the entire country, using sports to create a charming Beijing, marketing the city, and ultimately boosting the prosperity and prosperity of the nation, is of significant reference value.