A Typology of Countries Using Place Branding Through Sport

Abstract

The main objective of this conceptual paper was to identify the profiles of countries using a strategy of place branding through sport and group them into clusters. As detailed in the methods section, the focus was voluntarily set on countries from regions which are active in this regard. Three clusters have emerged following the analysis: “diplomacy branding,” “balanced structure” and “economic legacy.” Two strategies of place branding through sport were identified: pursuing a socio-economic legacy or utilizing sport diplomacy to build a soft power. Admittedly, China is asserting itself on the world stage. Meanwhile, countries and territories such as Australia, Japan, Singapore, South Korea and Taiwan, are making a case for themselves. Truly, adaptability and vision can lead to a successful place branding strategy through sport. This is in line with previous research, helping extend the body of knowledge, especially as far as sport diplomacy and soft power are concerned.

Keywords:

• place branding
• legacy
• soft power
• sport diplomacy
• diplomacy branding

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Or territory, in the case of Taiwan, depending on which political perspective the reader takes.

2 Please, see previous note about Taiwan.

Additional information

Notes on contributors

André Richelieu

André Richelieu has been a University Professor for nearly twenty years now and has over twenty-five years of experience teaching in universities. He specializes in brand management and sport marketing in the context of globalization. His research relates to: i) How sport organizations can leverage their brand equity by capitalizing on the emotional connection they share with their fans; ii) How sport organizations and athletes can internationalize their brand; iii) How cities and countries can leverage their brand abroad through a sport oriented place branding strategy; and to iv) How effective Sport for Development and Peace (SDP) initiatives are.

Yen-Chun Lin

Yen-Chun Lin is a Lecturer in the Physical Education & Sports Science, National Institute of Education at Nanyang Technological University, in Singapore. Her research intends to enhance the positive role of sport in people’s lives. Her main research interest falls into the intersection of sport and development, including sport management, sport development, sport policy and the social aspects of sport. She has researched and written on topics about community sport development, sport participation of immigrants, and sport for social change.

Ho Keat Leng

Ho Keat Leng has been teaching business subjects in tertiary educational institutions for several years and is an accredited Teacher in Higher Education with the Staff and Educational Development Association, in the United Kingdom. He is also the Academic Advisor to Aston Group in Hong Kong. He holds a bachelor’s degree in Business Administration from the National University of Singapore, a Master’s Degree in Business Administration from the University of Leicester, and a Doctor of Philosophy in Business and Management from the University of South Australia.