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Sports event portfolios: an innovative tool and a new management paradigm

Jesyca Salgado-Barandela (University of Vigo, Vigo, Spain)
Angel Barajas (HSE University, Saint Petersburg, Russian Federation)
Patricio Sanchez-Fernandez (University of Vigo, Vigo, Spain)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 12 May 2021

178

Abstract

Purpose

The organization of several small-scale events throughout the year is called event portfolio and may contribute to the development of the city strategy in the touristic, social and economic fields. The organization of a set of sporting events represents an important innovation in the development of city marketing. This paper analyzing the scarce literature on event portfolio provides the main elements to benefit from this innovative strategy to achieve sustainable sports tourism for host cities. Among the innovative strategies, the inclusion of leverage and cross-leverage approaches in the management of event portfolios is studied in depth.

Design/methodology/approach

The study is divided into two phases. First, the Web of Science (WOS) and SCOPUS databases are searched using keywords. Once the selection of scientific studies that analyze the phenomenon of event portfolios has been obtained, an exhaustive review is carried out, allowing us to obtain novel findings on the field of study.

Findings

The work provides a classification of the portfolios of sports events analyzed in science considering the configuration (formal vs informal) and whether there is an integrated strategy. Second, the delimitation of the deficiencies and the most important aspects to be developed in sports-events portfolio management.

Originality/value

This study contributes with a summary of the main elements to consider when managing sports events portfolios. Moreover, the importance of integrated strategies is underlined, as well as the relevance of leveraging the strategies. The contributions are of interest in being a novel field with room for scientific development and with an eminently practical nature.

Keywords

Acknowledgements

This paper is an output of a research project implemented as part of the Basic Research Program at the National Research University Higher School of Economics (HSE).

Citation

Salgado-Barandela, J., Barajas, A. and Sanchez-Fernandez, P. (2021), "Sports event portfolios: an innovative tool and a new management paradigm", International Journal of Sports Marketing and Sponsorship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-02-2021-0024

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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