Nation-Branding Using Sports Events

A.T. Kearney has a interesting report on how mega-sporting events can transform a city:
“Forgotten neighborhoods get desperately needed makeovers. Massive clean-up efforts curb smog and pollution. Transportation upgrades enhance mobility. Yet for every story of a city cleaned up, there is another of lingering debt and disrepair. Only a few large-scale events live up to their full potential. Even fewer deliver the promised long-term rewards. But for cities and nations that focus on both the immediate and the longer term, they do more than simply host an event, they build a legacy.
“Host nations are far less adroit at capturing the longer lasting, less tangible benefits that can result from a mega-event. These rewards reach into every part of an economy and culture by reinvigorating communities, improving health and educational systems, and cleaning up environments (see figure 1). Hosts tend to treat mega-events as prestige projects that are justified (accurately or not) through a measurement of tangible benefits minus tangible costs. Countries tag on some social programs to help make their case and obtain local support, but both the benefits and the add-ons are rarely integrated into broader national or regional strategies.
“A mega-event should be incorporated into a comprehensive national strategy that captures the tangibles while also advancing a nation’s social and economic development, inspiring passion and national pride, and building a global reputation—all of which can last a lifetime.”

Read the entire report here.

Leave a Reply

Your email address will not be published. Required fields are marked *