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Brand creation in international recurring sports events

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  • Milena M. Parent
  • Line Eskerud
  • Dag Vidar Hanstad

Abstract

► Examine the brand creation process in international recurring sports events. ► Comparative case study of Norwegian and Canadian cross-country ski events. ► Similarities: leaders’ skills/actions, event experience, institutional experiences. ► Differences: branding/marketing efforts, event history and impact. ► Findings extend Parent and Séguin's (2008) one-off event brand creation model.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.

Suggested Citation

  • Milena M. Parent & Line Eskerud & Dag Vidar Hanstad, 2012. "Brand creation in international recurring sports events," Sport Management Review, Taylor & Francis Journals, vol. 15(2), pages 145-159, April.
    • Handle: RePEc:taf:rsmrxx:v:15:y:2012:i:2:p:145-159
    DOI: 10.1016/j.smr.2011.08.005
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    Cited by:

    1. Harrison, Sara, 2014. "Measuring the impact of ‘leadership, context, the nature of the event and induced event experience’ on brand creation for the Sevens Wellington Rugby Tournament," MBA Research Papers 14688, Victoria University of Wellington, School of Management.
    2. Flavia Guidotti & Sabrina Demarie & Simone Ciaccioni & Laura Capranica, 2023. "Knowledge, Competencies, and Skills for a Sustainable Sport Management Growth: A Systematic Review," Sustainability, MDPI, vol. 15(9), pages 1-33, April.
    3. Flavia Guidotti & Sabrina Demarie & Simone Ciaccioni & Laura Capranica, 2023. "Sports Management Knowledge, Competencies, and Skills: Focus Groups and Women Sports Managers’ Perceptions," Sustainability, MDPI, vol. 15(13), pages 1-25, June.
    4. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.

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