Brand creation in international recurring sports events |
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| Authors: | Milena M Parent Line Eskerud Dag Vidar Hanstad |
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| Institution: | 1. University of Ottawa, Faculty of Health Sciences, School of Human Kinetics, 125 University St., Ottawa, ON, K1N 6N5, Canada;2. Norwegian School of Sport Sciences, Department of Cultural and Social Studies, PO Box 4014, Ullevål Stadion, Sognsveien 220, 0806 Oslo, Norway |
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| Abstract: | Although recurring sports events are held more frequently and by a larger number of cities than one-off events, little research has examined the branding process within recurring events. This paper addresses this gap by examining the brand creation process for international recurring sports events. Based on Parent and Séguin's (2008) model for one-off sports events, a comparative case study of the Alberta World Cup (Canada) and World Cup Drammen (Norway) cross-country ski events was conducted. Findings included similarities (leaders’ skills/value-based actions, induced event experiences, and institutional experiences) and differences (branding/marketing efforts, recognition of the sport, and nature of the event (success, media coverage, geographic location, and history/impact)). An expanded model of event brand creation is proposed, which can be applied to both one-off and recurring sports events in small and large North American and European cities. |
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