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Sport Events as a Tool for City Marketing: The Case of the Spanish Swimming Master Championship
Abstract
Sport events are characterized by their economic potential. Therefore, they have become a key element in revitalizing tourism and a valuable instrument for city marketing managers. This is true not only for mega events but also for medium and small-size events. This chapter focuses on a sport event as an example of how it can be used for these purposes. The authors have chosen the Spanish Swimming Master Championship celebrated in the city of Pontevedra in 2011. The choice of the city is justified by its concern about celebration of sporting events during the last decade as a means of promoting the city and increasing tourism.
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