Research on the Co-Branding and Match-Up of Mega-Sports Event and Host City |
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| Authors: | Qinqin Dong Geert Duysters |
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| Institution: | 1. School of Economics and Management, Wuhan Sports University, Wuhan, Chinagduysters@uvt.nl;3. Tilburg School of Economics and Management, Tilburg University, Tilburg, The Netherlands |
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| 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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| Keywords: | sports event host city brand image co-branding match-up |
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