Sport events, brand extensions, and branding Phoenix, Arizona

Bibliographic Data

ID21611459
AuthorsRobert Arthur Trzonkowski (University of Alberta), Daniel S Mason (0000-0001-8456-5700, University of Alberta, Edmonton, Canada, corresponding author)
Year2023
Volume27
Issue1
Pages33-56
Publication date2023-01-02
Open AccessNo
TypeARTICLE
VenueJournal of Sport & Tourism (JOURNAL)
Journal identifiersISSN: 1029-5399 • E-ISSN: 1477-5085
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/14775085.2022.2145342
OpenAlexW4309196169
LanguageEN
Citations received2
References cited56

The application of branding techniques has emerged as a strategy to identify, position, and differentiate destinations. Brand extensions primarily focus on leveraging a single common brand, which avoids the need for customers to be familiar with another partnered brand. One way DMOs and destination marketers use brand extensions is through the use of sport events. This study used the Phoenix Metropolitan Area, AZ (PMA) as a research site to investigate the process of destination branding by examining sport events as destination brand extensions. A qualitative case study approach was employed, with interviews with key stakeholders. Results suggest that the PMA’s overall destination brand relates to the outdoors, with four individual brand extensions identified: (a) weather; (b) resorts; (c) recreation and leisure activities; and (d) sport/sport events. Major professional sports team events did not fit as congruently as other types of events when serving as destination brand extensions, relative to the Valley’s outdoor parent brand. Results are discussed in terms of sport events’ role as part of greater destination brand range, relationship to other destination brand extensions, and using sport event brand extensions to enrich the destination brand. This study revealed that sport events in the PMA do serve as a prominent asset and selling point that influences the PMA’s overall destination brand. However, sport events are not seen as the area’s primary destination branding strategy, and local DMOs and tourism stakeholders in the PMA must create and maintain a broader and more comprehensive destination brand that showcases other notable attractions

Advertising · Brand equity · Brand management · Business · Corporate branding · Destinations · Geography · Metropolitan area · Political science · Recreation · Tourism · Computer Science · Recreation, Leisure, Wilderness Management · Sport and Mega-Event Impacts · Sports, Gender, and Society · Marketing

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