Marketing the Host City: Analyzing Exposure Generated By a Sport Event

Abstract

Sport events have become an important component of many city marketing plans. Media coverage is believed to increase awareness of the host city. This study reports the results of a content analysis of 2002 NCAA Women's Final Four telecasts. Event logos provide the most exposure for the host city, with little obtained via city images. Icons were found to effectively differentiate the city from competitors. Practical implications and future research extensions are suggested.

Citation

Green, B.C., Costa, C. and Fitzgerald, M. (2003), "Marketing the Host City: Analyzing Exposure Generated By a Sport Event", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 4, pp. 48-66. https://doi.org/10.1108/IJSMS-04-04-2003-B005