The Utility of Including Regular Sport Team Events in Event Portfolios

in Journal of Sport Management

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Vitor SobralCardiff School of Sport and Health Sciences, Cardiff Metropolitan University, Cardiff, United Kingdom

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https://orcid.org/0000-0001-9679-1561*
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Sheranne FairleySchool of Business, The University of Queensland, Saint Lucia, QLD, Australia

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Danny O’BrienBond Business School, Bond University, Gold Coast, QLD, Australia

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DOI:
https://doi.org/10.1123/jsm.2021-0181
Keywords:
event leverage; professional sport team events; regular events; sport tourism; event tourism
First Published Online:
21 Jun 2022
In Print:
Volume 37: Issue 1
Page Range:
15–26
Restricted access

Event portfolios are a useful way for destination managers to holistically manage their community’s collection of events and, through strategic integration and common objectives, more effectively produce benefits. However, regular sport events such as those played by professional sport teams in a sport league have received little attention from event portfolio managers and researchers. Understanding the value and utility of sport team event assets can inform the successful integration of these events into event portfolios. This research used qualitative methods to examine how team asset components can contribute to achieving event portfolio objectives. The results have significance for event tourism researchers and practitioners and demonstrate that contributions are largely founded on the focal professional sport league structure, which provides constant content and regular communications with key target markets. Analysis of the findings led to the development of a model on the utility of including team events in an event portfolio.

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