Sports and Urban Marketing

Author: (German) Dario Erik Alexander
Publisher:
Publishing Date: 2006-10-01
Features: This book is a translation of the English-language edition with the same title. It introduces the urban backgrounds and cultures of five European cities—Barcelona, Helsinki, Manchester, Rotterdam, and Turin—and analyzes and evaluates their experiences in using sports marketing as a city development strategy. The book demonstrates the immense potential benefits of sports and their crucial role in urban marketing, revealing 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 boost the development of Beijing and even the entire country—using sports to create a charming Beijing, marketing the city, and ultimately driving the prosperity and prosperity of the nation—is a critical issue. This book provides significant reference value. In today's globalized and commercialized society, the influence of sports events on society is growing. Consequently, cities are increasingly aware that they can gain potential benefits from organizing and hosting sports events. Indeed, sports can be an effective tool for achieving urban management goals. This book aims to analyze the conditions for achieving synergy between sports and urban marketing by studying the experiences of Barcelona, Helsinki, Manchester, Rotterdam, and Turin. This analysis is the result of a research project conducted by the European Comparative Urban Studies Institute at Erasmus University Rotterdam under the commission of the City of Rotterdam.