{"id":238026,"date":"2019-06-19T22:00:00","date_gmt":"2019-06-19T20:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/sports-events-tourism\/"},"modified":"2025-07-14T15:43:18","modified_gmt":"2025-07-14T13:43:18","slug":"sports-events-tourism","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/sports-events-tourism\/","title":{"rendered":"Sports events and tourism: a successful marriage"},"content":{"rendered":"

A largely growing trend in the context of sports marketing<\/strong> is the creation of a marketing bond\u00a0between sports and the geographical areas<\/strong>\u00a0where sports events take place.<\/h2>\n

On the one hand, all\u00a0great sports events<\/strong>\u00a0share the peculiarity of placing the location of the event in full view of a hundred million people<\/strong>. The connection between a sports event and the location is so strong that the territory and the sport become an unbreakable couple. Take the Indianapolis\u00a0500<\/strong> or\u00a0Daytona:<\/strong>\u00a0the races have given such a specific identity to their respective locations that they are now indelible in popular culture. On other occasions territories use the Football World Cup<\/strong>, the\u00a0Olympic Games, <\/strong>or the\u00a0Grand Prix<\/strong> to revitalize their image and stand out on the world map, as is the case with\u00a0Sochi<\/strong>\u00a0in Russia, Baku<\/strong> in Azerbaijan, or southeastern Asian countries.<\/p>\n

On the other hand, when they cannot organize or host large sports events, territories tend to more and more frequently use sport and sports sponsorship for the remote promotion of their offer<\/strong>\u00a0with potential tourists or investors. The widely debated \u201cVisit Rwanda<\/strong>\u201d printed on the jerseys of the Arsenal players and many similar initiatives are good examples of the above.<\/p>\n

To recap, there are two possible ways to create the bond between sports events and territories:<\/strong><\/p>\n

    \n
  1. A nation, region or city may organize sports events in their own territory with a view to promoting the country\u2019s economy and marketing positioning. This is known as \u201cgeomarketing\u201d operations or territorial marketing;<\/em><\/strong><\/li>\n
  2. A nation, region, or city may use sports sponsorships with teams\/clubs or athletes who are geographically far from them to improve the visibility of their territory and to attract tourists and investors.<\/em><\/strong><\/li>\n<\/ol>\n

    Objectives do affect the choice<\/h2>\n

    As stated above, a large sports event immediately has the power to place a location, a city, or a nation under the spotlight. In many cases, such as the Olympic Games<\/strong>\u00a0or the Football\u00a0World Cup<\/strong>, the sports event also becomes a good occasion to modernize the existing infrastructures<\/strong>, to build new districts in the city, and to reorganize the transport system. It serves the purpose of showing the world one\u2019s best side, and, at the same time, it helps to jumpstart local enterprises and to bring credit to the city\u2019s prestige. Barcelona<\/strong>, where the Olympic Games contributed to the radical transformation of both the city and its suburbs, may be referenced as an evident example of the above.<\/p>\n

    On the other hand, when a nation, <\/strong>a geographical area, or a municipality decides to host one of the stops of a great travelling event such as Formula E (<\/strong>discover the Formula E Agency<\/a>)<\/strong>\u00a0or\u00a0MotoGP,<\/strong> the purpose is very likely to be more tactical, and the benefits originating from the positive economic repercussions on the territory<\/strong> are expected to come in a shorter time. The industry of hospitality, overall, including shops and other businesses, draws enormous advantages from the huge feasting audience that fills the city for a whole weekend.<\/p>\n

    Why sport? Does it really work? An example connected to awareness: Imola and F1<\/h2>\n

    Have you ever been to\u00a0Imola?<\/strong> I bet few of you have, respectfully but honestly speaking. Imola is a nice town in Romagna with approximately sixty thousand inhabitants. Although the town is well-known for its ceramics, its worldwide fame <\/strong>actually comes from the fact that it used to host the Formula 1 Grand Prix of San Marino for many years. Those were the days when this F1 event was broadcast live and on free-to-air television, reaching out to an audience of 400 million viewers all over the world. The result? Imola was known to everybody at the time<\/strong>, although the borough was one of many and did not have any peculiarities making it unique (hopefully, this will not annoy our dear fellow friends from Imola, who deserve our appreciation for their enthusiastic efforts to keep the two souls of our region\u2014Emilia and Romagna\u2014tightly together). It would be extremely interesting to test the level of awareness that today\u2019s teenagers have to Imola<\/strong>, considering that they have never had the pleasure of watching the historical duels that F1 and the race track named after Enzo and Dino Ferrari gave us at the time.<\/p>\n

    Food for thought on this subject<\/h2>\n

    A large sports event can become the\u00a0economic driver of a whole geographical area,<\/strong> and it may also serve as a sounding\u00a0board for nations\u00a0<\/strong>that are both in need and willing to become known and appreciated. This is, for instance, why many entities involved in tourist promotion have decided to exhibit their brands and colors during sports events as a way to enhance their visibility: Visit Catalunya<\/strong>,\u00a0Visit Malaysia,<\/strong> and\u00a0Visit Rwanda<\/strong> on the sleeves of the Arsenal jerseys are just a few of a multitude of examples we may call to mind.<\/p>\n

    Are all sports equal? Why choose football or MotoGP instead of basketball?<\/strong><\/h2>\n

    Undeniably, all sports have one thing in common: passion. And passion can be used to pass on messages to an attentive and receptive audience in a positive manner. Being part of the event without breaking off the show is a great advantage.<\/p>\n

    Why motorsports and tourism<\/strong> then? The answer is simple: the audience is basically limitless,<\/strong>\u00a0and the world championships are on the road, which means that they visit extremely important markets every 15 days, thus offering businesses the opportunity to be an on-site protagonist for a whole week. Additionally, businesses have the chance of engaging the million fans<\/strong> who purchase their tickets to the racetrack.<\/p>\n

    These championships are one with the very idea of travelling, as they are on the move in 4 different continents, nine months a year, every year, offering partners the opportunity to use one simple communication strategy all over the world. This travelling platform<\/a>\u00a0does not merely grant businesses visibility, but it also serves the purpose of implementing a number of PR or promotional activities in which the race is the pivoting element.<\/p>\n

    This is a great occasion for anyone interested in\u00a0promoting tourism<\/strong>, as they can be directly involved in the organization of the event and, at the same time, use tourism to appeal to millions of viewers through TV or on-site initiatives. Check the most common initiatives by a click on this link, which gives information on sponsorship activation<\/strong><\/a>.<\/strong><\/p>\n

    Travelling<\/strong> also opens up the doors to other product categories, which are all potential partners of teams and championships in the motor sports sector. Airlines and luggage producers, money exchange, and power banks for ever-present smartphones running out of battery are some peculiar examples we already addressed in a post published a few days ago which you can find here<\/strong>.<\/strong><\/a><\/p>\n

    If you are curious to have more in-depth information on the opportunities offered by sports marketing, do not hesitate to contact us at the following email: info@rtrsports.com<\/a><\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    A largely growing trend in the context of sports marketing is the creation of a marketing bond\u00a0between sports and the geographical areas\u00a0where sports events take place. On the one hand, all\u00a0great sports events\u00a0share the peculiarity of placing the location of the event in full view of a hundred million people. The connection between a sports […]<\/p>\n","protected":false},"author":14,"featured_media":159080,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20038],"tags":[],"class_list":["post-238026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSports events and tourism: a successful marriage<\/title>\n<meta name=\"description\" content=\"A largely growing trend in the context of sports marketing is the creation of a marketing bond\u00a0between sports and the geographical areas\u00a0where sports events take place.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/en\/blog\/sports-events-tourism\/\" \/>\n<meta property=\"og:locale\" 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