Toward a Model of Brand Creation for International Large-Scale Sporting Events: The Impact of Leadership, Context, and Nature of the Event

in Journal of Sport Management

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Milena M. ParentUniversity of Ottawa

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Benoit SéguinUniversity of Ottawa

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The purpose of this study was to develop a model of brand creation for one-off large-scale sporting events. A case study of the 2005 Montreal FINA (Fédération Internationale de Natation) World Championships highlighted the importance of the leadership group (which must include individuals with political/networking, business/management, and sport/event skills), the context, and the nature of the event for creating the event’s brand. The importance of each aspect is suggested to vary depending on the situation. For example, the lack of an initial event brand will result in the leadership group having the greatest impact on the event’s brand creation process. Findings also highlighted differing communication paths for internal and external stakeholders. Thus, this study contributes to the literature by focusing on brand creation and its related factors instead of the management and outcomes of a brand.

Parent and Séguin are in the School of Human Kinetics at the University of Ottawa, Ottawa, Ontario, K1N 6N5 Canada.

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