Sport Events for Territorial Marketing, Place Branding, and Global Visibility

Today, territories and regions face intense competition for visibility, investment, tourism, and global recognition, making branding more important than ever. Sport events have emerged as one of the most effective tools for enhancing a destination's profile and strengthening its brand. From global mega-events to regional and community-based competitions, these events influence how places are perceived by visitors, investors, and residents alike. As a result, territories are increasingly investing in distinctive sporting events to differentiate themselves in a crowded international marketplace. When strategically planned and aligned with long-term development goals, sport events can enhance brand equity, stimulate economic growth, and create lasting social benefits. However, these outcomes are not guaranteed. Without careful planning, stakeholder collaboration, and sustainable management practices, the anticipated economic and reputational benefits may fail to materialize, particularly as sustainability concerns and digital transformation continue to reshape audience expectations and event experiences. Sport Events for Territorial Marketing, Place Branding, and Global Visibility advances theoretical and practical understanding of how sport events shape destination image, strengthen place identity, and enhance global positioning. The book explores strategies for leveraging sport events to increase competitiveness, support sustainable development, and drive long-term territorial growth. Covering topics such as destination branding, local competitions, and urban regeneration, this book is a valuable resource for graduate and doctoral students, destination marketing organizations, regional government officials, event organizers, sport federation leaders, economic development professionals, brand strategists, policymakers, researchers, and academics.