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Coming out in Copenhagen. Homo Sports Events in City Marketing

Book, Karin and Eskilsson, Lena LU (2010) In Sport in Society 13(2). p.314-328
Abstract
The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In... (More)
The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Sports Events, City Marketing, Copenhagen, World Outgames, Commercialisation
in
Sport in Society
volume
13
issue
2
pages
314 - 328
publisher
Routledge
external identifiers
  • scopus:76649105122
ISSN
1743-0437
language
English
LU publication?
yes
id
2a841036-45fe-461a-9866-5dca556c306d (old id 1486501)
date added to LUP
2010-02-19 10:54:58
date last changed
2018-05-29 12:22:32
@article{2a841036-45fe-461a-9866-5dca556c306d,
  abstract     = {The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture.},
  author       = {Book, Karin and Eskilsson, Lena},
  issn         = {1743-0437},
  keyword      = {Sports Events,City Marketing,Copenhagen,World Outgames,Commercialisation},
  language     = {eng},
  number       = {2},
  pages        = {314--328},
  publisher    = {Routledge},
  series       = {Sport in Society},
  title        = {Coming out in Copenhagen. Homo Sports Events in City Marketing},
  volume       = {13},
  year         = {2010},
}