Preliminary communication

SPORT CITY BRANDING OF A MID-SIZED CITY IN FINLAND

Aila Ahonen ; JAMK University of Applied Sciences, Sport Business School, Vierumäki, Finland
Jari Lämsä ; Research Institute for Olympic Sports in Finland
Antti Mero ; Faculty of Sport and Health Sciences, Jyväskylä University, Jyväskylä, Finland
Ari Karimäki ; Culture and Sport Services, City of Jyväskylä, Jyväskylä, Finland

Abstract

Global competition amongst cities has grown and branding has lately become an important part of cities’ strategies. The aim of this paper is to study the brand stakeholders’ perceptions of the sport city brand of a mid-sized city, Jyväskylä, in Finland. The authors conducted in-depth interviews with eleven city leaders and sport managers who had an influence on the sport brand of the city of Jyväskylä. The results show that in the minds of the respondents Jyväskylä has a strong image as a sport city. It stems from sports education, sports events, strong sports clubs, and active citizens. The results indicate that sports, and sporting events in particular, could be a key element in developing the brand image of the city of Jyväskylä. The results emphasize the importance of a closer cooperation and brand thinking amongst the stakeholders in order to develop the sport city brand of Jyväskylä.

Keywords

city branding; place branding; sport brand

Hrčak ID:

161378

URI

https://hrcak.srce.hr/161378

Publication date:

1.6.2016.

Article data in other languages: croatian

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