Expert feedback: Jaap van der Grinten Student: Marcos Paper exchange minor Dear Marcos, You have gathererd quite some valuable and relevant sources on sports branding. They provide a good fundament for your paper. With a few extra sources you’ll be able to finalize a nice paper. The English writing is pleasant to read. See to it that the final version has no little errors anymore. The introduction is build up with excerpts from the analysis without a clear structure. Is it possible to focus it more on the opening, relevance and demarcation towards a clearly visible research question? See for instance Angela’s introduction. After the question, you can lay out the structure of the paper to follow. Is it an idea to structure the analysis from wide to narrow? > Events > sports events > major & minor events. And try to say something about city, a region or a country, (re-)define, position and promote (see also under conclusion). Conclusion In the end I am interested to see conclusions on (the combined use) of the following aspects from your research question: · city, a region or a country · (re-)define, position and promote Can you try to develop and improve your analysis to provide for this evaluation in the conclusion? Reflection ……... Try to add a lot more references in the text (also to avoid plagiarism). Bibliography is still missing. Go go go , Jaap. Hogeschool INHOLLAND Diemen Faculty of Creative Business Marketing Communication and City Promotion Jaap van der Grinten Year 2019-20, Term 1+2 THE ROLE OF SPORTS IN CITY BRANDING How can sports or sports related events help city branding? Submitted by Marcos Arguello Student Number: 653176 I [email protected] Abstract Table of Contents I. Introduction………………………………………………………………………. p. 4 II. Place branding through sport…………………………………………..……..….. p. 5 III. Sport tourism…………………………………………………………………… p 7 IV. Mayor sport events ………………………………………….…………...…….. p. 7 V. Minor sport events …………………………………………………………..….. p. 7 VI. Conclusions………………………………………………………………..…… p. VII. Bibliography………………………………….………………………………. p. Table of Figures Figure 1: FIFA World Cup Qatar………………………………………………….p. 5 INTRODUCTION Nowadays destinations organize, promote and run sports events for a variety of reasons. The role of sports events has been evolving over time. If events are still planned to bring people together and to generate economic benefits, they are increasingly used as marketing strategies to help promote, position, and brand destinations. Managers and politicians of cities, regions and countries should espouse a integrated approach when developing their place branding strategy through sport. It appears relevant to combine sport and tourism in this research. The main objective is to reflect on the effectiveness of place branding strategies through sport. How can sports or sports/sports related events help city branding? In other words, how ...

1. Expert feedback: Jaap van der Grinten
Student: Marcos
Paper exchange minor
Dear Marcos,
You have gathererd quite some valuable and relevant sources on
sports branding. They provide a good fundament for your paper.
With a few extra sources you’ll be able to finalize a nice paper.
The English writing is pleasant to read. See to it that the final
version has no little errors anymore.
The introduction is build up with excerpts from the analysis
without a clear structure. Is it possible to focus it more on the
opening, relevance and demarcation towards a clearly visible
research question? See for instance Angela’s introduction. After
the question, you can lay out the structure of the paper to
follow.
Is it an idea to structure the analysis from wide to narrow? >
Events > sports events > major & minor events. And try to say
something about city, a region or a country, (re-)define,
position and promote (see also under conclusion).
Conclusion
In the end I am interested to see conclusions on (the combined
use) of the following aspects from your research question:
· city, a region or a country
· (re-)define, position and promote
Can you try to develop and improve your analysis to provide for
this evaluation in the conclusion?
Reflection
……...

2. Try to add a lot more references in the text (also to avoid
plagiarism).
Bibliography is still missing.
Go go go ,
Jaap.
Hogeschool INHOLLAND Diemen
Faculty of Creative Business
Marketing Communication and City Promotion
Jaap van der Grinten
Year 2019-20, Term 1+2
THE ROLE OF SPORTS IN CITY BRANDING
How can sports or sports related events help city branding?

3. Submitted by Marcos Arguello
Student Number: 653176 I [email protected]
Abstract
Table of Contents

4. I.
Introduction…………………………………………………………
……………. p. 4
II. Place branding through
sport…………………………………………..……..….. p. 5
III. Sport
tourism………………………………………………………………
…… p 7
IV. Mayor sport events
………………………………………….…………...…….. p. 7
V. Minor sport events
…………………………………………………………..….. p. 7
VI.
Conclusions…………………………………………………………
……..…… p.
VII.
Bibliography………………………………….………………………
………. p.
Table of Figures
Figure 1: FIFA World Cup
Qatar………………………………………………….p. 5

5. INTRODUCTION
Nowadays destinations organize, promote and run sports events
for a variety of reasons. The role of sports events has been
evolving over time. If events are still planned to bring people
together and to generate economic benefits, they are
increasingly used as marketing strategies to help promote,
position, and brand destinations.
Managers and politicians of cities, regions and countries should
espouse a integrated approach when developing their place
branding strategy through sport. It appears relevant to combine
sport and tourism in this research. The main objective is to
reflect on the effectiveness of place branding strategies through
sport. How can sports or sports/sports related events help city
branding? In other words, how could a city, a region or a
country succeed in its attempt to use sport to (re-)define,
position and promote itself? Sporting events, especially major
ones, offer business leaders and politicians a catalyst for
economic and urban (re-)development, helping them shape the
legacies they envision for themselves (Nauright, 2013).
Analyzing the difference between minor or major sport events is
also important. Major sporting events, also called sport mega-
events, are defined as “exceptional sporting events with an
international scale that are hosted in a particular city” (Caiazza
and Audretsch, 2015). The Olympic Games, the FIFA World
Cup of football and Formula 1 races would be prime examples
of mega sporting events. According to some authors, sport
mega-events offer outstanding branding opportunities for
nations (Berkowitz et al., 2007; Campbell, 2015). Minor

6. sporting events, A football championship tournament organized
by a city district for kids, as well as a local cycling tour or a
regional swimming competition, would fall into that category.
In terms of benefits, small-scale or second-tier sporting events
can lead to intangible outcomes which might generate a deeper
identification and sense of belonging to the community, because
of the extent of local involvement.
Sport tourism is when people travel to a specific place or city to
the sport event. Because tourist destinations are often seasonal,
sport can help a destination extend its tourist period by offering
regularly scheduled league games during the off-season. This is
the case of cities hosting professional sport teams, which often
try to capitalize on the attractiveness of the respective clubs in
order to seduce visitors: this applies to matches but also to
stadiums which can become iconic museums, such as the Camp
Nou in Barcelona, the city’s second most visited stadium after
the Picasso Museum, with an average of 1.2m visitors each year
(Corneanu, 2017).
From all over the world we can see the growing place that
sports events are taking in city branding or as some authors call
it destination marketing. Developing a brand and a image for a
destination can take many years and this different types of
events can really help to build it up.
Place branding through sport
Place branding through sport, branding is everywhere and
everything is a brand. The role of sports events has been
evolving over time. Participants, followers, spectators, business
people all converge and contribute to make sports events some
of the most sought after opportunities to showcase a destination,
events have been used as tools that are beyond mere tourism
products to generate additional visits to a destination. Sport
events bring with them investments, sponsors, participants and
visitors that are expected to leave behind significant direct

7. impacts. Amongst other benefits, it help creating awareness,
present a quality image to visitors and attract tourism business
to generate future inbound travel. More specifically, events can
be used to help a destination, in a similar way that events
contribute to corporate brand development through sponsorship
activities. Sports have often been an integral part of a nation's
identity. The Olympics are one of the defining attributes of
Ancient Greece and the Coliseum in Rome still stands as a
symbol of the sports and entertainment culture of the Roman
civilization. The most prominent example of this sport event
approach would be Qatar which aims at capitalizing on sport by
organizing major sporting events (FIFA World Cup 2022).
The history of branding countries through sports is marked by
spectacular results, promising fits and starts, and self-serving
manipulation. There is arguably no better example of the
potential power of the relationship between sports and place
than New Zealand. In the early 20th century, New Zealand
branded the All Blacks, its national rugby team. In wearing
their ominous black uniforms and silver fern logo and
conducting their fearsome Haka opening game ritual based on
the Maori culture, they began to invent a brand for this faraway
English colony. The All Blacks put a face on its country and
still remain an integral part of its identity
It appears relevant to combine sport and tourism in this
research. The main objective is to reflect on the effectiveness of
place branding strategies through sport. In other words, how
could a city, a region or a country succeed in its attempt to use
sport to (re)define, position and promote itself?
Destinations organize, promote, and run sports events for a
variety of reasons. A destination brand is a name, symbol, logo,
word mark or other graphic that both identifies and
differentiates the destination. Events can first be considered as
products that add to the attractiveness of a destination, place
branding through sport a place, nation or destination branding is
a process of image communication and brand image changes of

8. a city, region or country, to a target market (Braun et al., 2014).
Such events can be used as an incentive to attract new markets
and first time customers to the destination. Visitors interested in
a sport event may visit a destination for the first time because
of this event. In addition, events may encourage regular
customers to extend their stay in a destination in order to attend
an event or a show they had not originally planned to see.
Sports events can really contribute to the overall marketing of
the destination by helping to create or maintain an image for a
destination.
Beyond the disputable economic benefits, events are also
supposed to contribute to the destination.
• Increase public awareness of the destination
• Increase target market awareness of the destination
• Enhance destination image
• Build positive images and / or overcome negative images
• Build brand associations
• Alter public perceptions
• Increase community involvement
• Stimulate brand preference
• Increase visitation
Sports can provide places with both tangible and intangible
benefits. Sports receive widespread free media coverage, which
generates valuable visibility that can attract tourists, residents,
and investors.
Examples of sports events being used to "communicate" and to
establish images are a lot. For example, the 1988 summer
Olympic Games in Seoul, South Korea, were used to display
Korean savoir-faire, and to establish the country as a tourism
destination and as place to conduct business. For the first time,
the world realized that Koreans were beyond the level of a
developing country. They organized successful games and
demonstrated that South Korea was a modern, industrious state,
able to deliver quality services and products. Similar efforts
have been attempted over the decades, with some countries
experiencing sustained success and others only temporary

9. recognition. For example, the Scandinavian countries have
branded skiing, the Dutch speed skating, and the Japanese sumo
wrestling.
Sometimes sports have been used as an instrument to reshape
perception, and not always in the most ethical manner. In a
backhanded compliment to the power of sports branding, Nazi
Germany in the 1930s and the Soviet Union during the Cold
War sought to impress the world with their sports dominance.
The 1936 Berlin Olympics, captured by Leni Riefenstahl (1938)
in her documentary Olympia, was an attempt by the Nazis to
imprint German athletic superiority on the globe.
Sport tourism
Sport tourism occurs when people travel to watch sport (event
or game), visit a sport attraction (stadium or sport complex) or
participate in a sport competition (Delpy, 1998). Because tourist
destinations are often seasonal, sport can help a destination
extend its tourist period by offering regularly scheduled league
games during the off-season. This is the case of cities hosting
professional sport teams, which often try to capitalize on the
attractiveness of the respective clubs in order to seduce visitors:
this applies to matches but also to stadiums which can become
iconic museums, such as the Camp Nou in Barcelona, the city’s
second most visited stadium after the Picasso Museum, with an
average of 1.2m visitors each year (Corneanu, 2017).
Sport, in general, and the sporting event, in particular, should
be organized around three priorities. The first one is the
economic development of the community, with sport and the
sporting event being a true leverage. The second is social
cohesion by creating a sense of community around sport and
horizontal social capital. The third priority and most important
is national and international promotion of the destination that
should lead to an effective place branding strategy through
sport.
Sports have the ability to transmit emotional energy and

10. qualities of competition and dedication that no other event or
action.
Mayor sports events
Mayor events or also called mega-events can yield
extraordinarily high levels of tourism, media coverage, prestige,
or economic impact for the host community or destination.
Hosting Olympic Games, for example, is often the opportunity
for a city or country to build a large scale stadium, a modern
public transportation system such as a subway or a new airport,
or buildings that will later serve as public housing. Indeed,
large sports events not only attract visitors for a few days or
weeks; they greatly contribute to the overall marketing of the
destination by helping to create an image for the city, country,
or even continent. Hosting a successful mega-event represents a
window for a society and its businesses. Olympics can showcase
a wide range of a country’s expertise across several sectors and
demonstrate that a city can produce leading edge products.
Sporting events also have the potential to build strong brand
associations between people and places (Higham and Hinch,
2009).
Minor sports events
Minor sporting events. Small-scale, non-mega sport(ing) events
or second-tier sporting events are: “smaller in size, scale, scope
and reach than their mega counterparts, [and] have received less
scrutiny, both on the economic and social levels” (Djaballah et
al., 2015, p. 49).
A football championship tournament organized by a city district
for kids, as well as a local cycling tour or a regional swimming
competition, would fall into that category. In terms of benefits,
small-scale or second-tier sporting events can lead to intangible
outcomes which might generate a deeper identification and
sense of belonging to the community, because of the extent of
local involvement.