Can Sports Marketing Provide You a Competitive Edge?

Ed BurghardDr. Irv Rein is a professor in the department of communication studies at Northwestern University. Dr. Rein has co-authored a number of books and scholarly articles on the topic of place branding.

I recently asked Dr. Rein to recommend one of his papers for the community of practice to consider reading. He selected a paper co-authored with Ben Shields entitled “Place branding sports: Strategies for differentiating emerging, transitional, negatively viewed and newly industrialised nations.”

The paper explores the use of sports marketing as a way to differentiate your location from competitive options, and provides a comprehensive overview of the possibilities and considerations when incorporating sports marketing into your place branding efforts.

Dr. Rein’s recommendation is particularly timely as sports marketing is again a hot topic in the product branding world.

Dr. Rein and Ben’s paper is an excellent read and I hope you enjoy it. I also hope you will consider subscribing to Place Branding and Public Diplomacy. Every time I open an issue of the journal I feel like I learned something valuable.

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