Sports and City Marketing in European Cities (Euricur Series (European Institute for Comparative Urban Research).) (0754619311)

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Author: Van den Berg, Braun, Otgaar
Publisher: Ashgate
Publish Date: 2002
ISBN: 0754619311
Pages: 134

In an increasingly globalizing and commercialising world, sport is now watched by many millions via satellite where once it would only have been seen by a few thousand on the terraces. This mass global audience is invited not only to watch the sporting event, but also to "visit" the city where it takes place. Such events thereby may well help to promote the host city as a tourist destination and business location. City governors are becoming increasingly aware of the possibilities of using sport as an instrument of reaching objectives of urban management. This book investigates the "state of the art" of sports and city marketing in five European cities: Rotterdam, Barcelona, Helsinki, Manchester and Turin. In each of these cities, the book examines how sports (accommodations, clubs and events) have been made an instrument of city marketing and how the cities have attempted to maximize their potential through sports and city marketing policies. It suggests that a co-operative approach between a wide range of interested parties is prerequisite to the effective use of sports in city marketing.

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