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A sport-oriented place branding strategy for cities, regions and countries

Andre Richelieu (ESG UQAM, Montreal, Canada)

Sport, Business and Management

ISSN: 2042-678X

Article publication date: 10 August 2018

Issue publication date: 7 September 2018




How could a city, a region or a country succeed in its attempt to use sport to (re-)define, position and promote itself? Consequently, what do jurisdictions and brand managers need to consider when using sporting events as a leverage to market themselves abroad? The paper aims to discuss these issues.


This paper draws from a combination of an extensive literature review and secondary data collection in order to build a conceptual framework, entitled the “diamond” of place branding through sport.


Managers and politicians of cities, regions and countries should espouse a holistic approach when developing their place branding strategy through sport. This holistic approach can be articulated around four dimensions: sport, economic, commercial and social.

Research limitations/implications

Drawing mainly from a literature review, with the support of concrete examples, this is a first step within the confines of an exploratory research. A future study could analyze the specific cases of jurisdictions and how these fit within the conceptual framework articulated in this paper.


A place branding strategy through sport should be translated into a socio-economic legacy, with private and public benefits for the community. Ultimately, place branding through sport is one of the components of the overall place branding strategy of a jurisdiction.



Richelieu, A. (2018), "A sport-oriented place branding strategy for cities, regions and countries", Sport, Business and Management, Vol. 8 No. 4, pp. 354-374.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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