Leo van den Berg - Sports and City Marketing in European Cities

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SPORTS AND CITY MARKETING IN EUROPEAN CITIES

The European Institute for Comparative Urban Research, EURICUR, was founded in 1988 and has its seat with Erasmus University Rotterdam. EURICUR is the heart and pulse of an extensive network of European cities and universities. EURICURs principal objective is to stimulate fundamental international comparative research into matters that are of interest to cities. To that end, EURICUR co-ordinates, initiates and carries out studies of subjects of strategic value for urban management today and in the future. Through its network EURICUR has privileged access to crucial information regarding urban development in Europe and North America and to key persons at all levels, working in different public and private organisations active in metropolitan areas. EURICUR closely cooperates with the Eurocities Association, representing more than 100 large European cities.

As a scientific institution, one of EURICUR's core activities is to respond to the increasing need for information that broadens and deepens the insight into the complex process of urban development, among others by disseminating the results of its investigations by international book publications. These publications are especially valuable for city governments, supra-national, national and regional authorities, chambers of commerce, real estate developers and investors, academics and students, and others with an interest in urban affairs.

Euricur website: http://www.euricur.nl

This book is one of a series to be published by Ashgate under the auspices of EURICUR, European Institute for Comparative Urban Research, Erasmus University, Rotterdam. Titles in the series are:

Urban Tourism

Leo van den Berg, Jan van der Borg and Jan van der Meer

Metropolitan Organising Capacity

Leo van den Berg, Erik Braun and Jan van der Meer

National Urban Policies in the European Union

Leo van den Berg, Erik Braun and Jan van der Meer

The European High-Speed Train and Urban Development

Leo van den Berg and Peter Pol

Growth Clusters in European Metropolitan Cities

Leo van den Berg, Erik Braun and Willem van Winden

Information and Communications Technology as Potential Catalyst for Sustainable Urban Development

Leo van den Berg and Willem van Winden

Sports and City Marketing in European Cities

LEO VAN DEN BERG

ERIK BRAUN

ALEXANDER H.J. OTGAAR

European Institute for Comparative Urban Research Erasmus University Rotterdam The Netherlands www.euricur.nl

First published 2002 by Ashgate Publishing

Published 2016 by Routledge

2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

711 Third Avenue, New York, NY 10017, USA

Routledge is an imprint of the Taylor & Francis Group, an informa business

Copyright Leo van den Berg, Erik Braun and Alexander H.J. Otgaar 2002

All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

Notice:
Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.

British Library Cataloguing in Publication Data

Berg, Leo van den, 1948-

Sports and city marketing in European cities. - (EURICUR series)

1. City promotion - Europe 2. Sports - Economic aspects - Europe 3. City planning-Europe

I. Title II. Braun, Erik III. Otgaar, Alexander H.J.

IV. EURICUR

307.14 164094

Library of Congress Control Number: 2002101561

ISBN 13: 978-0-7546-1931-4 (hbk)

Contents

In a globalising and commercialising world, the impact of sports events on our society is increasing day by day. As a consequence, cities more and more become aware of the potential benefits they may derive from acquiring and organising such events. Indeed, sports (clubs, venues and events) can be an instrument to reach objectives of urban management.

This publication aims to analyse the conditions to realise synergies between sports and city marketing, by investigating the experiences of Barcelona, Helsinki, Manchester, Rotterdam and Turin. The analysis is the result of a research project carried out by the European Institute for Comparative Urban Research (EURICUR) from the Erasmus University of Rotterdam, on the invitation of the city of Rotterdam.

For the Rotterdam case study we would like to thank Mr Hans Zoethoutmaar and Ms Karin Luyendijk (Rotterdam Topsport), Mr Marco Roomer (Rotterdam Leisure Department), Mr Karel Mulder (Bestuursdienst; City of Rotterdam) and Ms Marjoleine van Doorn-Claassen (Rotterdam City Development Corporation) for their help. With regard to the four other case studies, we would like to thank Mr Oriol Nel.lo and Mr Louis van Gaal (Barcelona), Mr Eero Holstilla and Mr Timo Cantell (Helsinki), Mr Dave Carter (Manchester) and Ms Ilda Curti and Mr Paolo Bellino (Turin) for organising our visits and establishing contacts with interesting discussion partners. Furthermore, we render thanks to the discussion partners (see appendix) who were very cooperative in sharing their knowledge with us.

Finally, we would like to thank Ms Ankimon Vernde for her unconditional support from the EURICUR secretariat, and Ms Attie Elderson-De Boer for checking our use of the English language.

Leo van den Berg
Erik Braun
Alexander H.J. Otgaar

Chapter One
Sports and City Marketing: An Introduction

Introduction

From 10 June to 2 July, the EURO 2000 football championships took place in Belgium and the Netherlands. The city of Rotterdam had the pleasure of hosting five matches, including the finals. Football supporters from all over Europe visited the city and television viewers all over the world watched these games. The event thus helped to promote the city as a tourist destination and business location. In other words, it was an instrument of city marketing.

This book takes a closer look at the state of the art or sports and city marketing in five European cities, including Rotterdam. The research is meant to increase insight into the role of sports in city marketing and to provide guidelines for an integrated sports and city marketing policy. In other words, to find out how sports (accommodations, clubs and events) can be made an instrument of city marketing and how cities can maximise their potential through a sports and city marketing policy.

The first chapter presents the research framework. In the next section, we will discuss some of the major trends in urban Europe that are inducing European cities to be more competitive and entrepreneurial. Thereafter, we focus on the principles of city marketing as an instrument of urban management, followed by a discussion of the social, economic and cultural values of sports. The next step is to bring sports and city marketing together and assess the potential role of sports in city marketing. The confrontation between sports and city marketing results in a schematic overview of the research framework, which has functioned as a guideline for the case studies. The chapter ends with a short summary of the research approach.

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