Coming Out in Copenhagen: Homo Sports Events in City Marketing

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Coming Out in Copenhagen: Homo Sports Events in City Marketing

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Publication Article, peer reviewed scientific
Title Coming Out in Copenhagen: Homo Sports Events in City Marketing
Author(s) Book, Karin ; Eskilsson, Lena
Date 2010
English abstract
The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture.
DOI http// (link to publisher's fulltext)
Publisher Routledge
Host/Issue Sport in Society;2
Volume 13
ISSN 1743-0437
Pages 314-328
Language eng (iso)
Subject(s) Sports events
City marketing
Humanities/Social Sciences
Research Subject Categories::INTERDISCIPLINARY RESEARCH AREAS::Sports
Research Subject Categories::SOCIAL SCIENCES::Business and economics::Human geography, economic geography
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