Marketing the Host City: Analyzing Exposure Generated By a Sport Event
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 January 2003
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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2002 by Winthrop Publications Limited