chapter  1
14 Pages

Sports and City Marketing: An Introduction

From 10 June to 2 July, the EURO 2000 football championships took place in Belgium and the Netherlands. The city of Rotterdam had the pleasure of hosting five matches, including the finals. Football supporters from all over Europe visited the city and television viewers all over the world watched these games. The event thus helped to promote the city as a tourist destination and business location. In other words, it was an instrument of city marketing.