Leveraging football events
Football events can generate benefits for a host city or region, but can do so more effectively if the event is strategically leveraged. These benefits may include: increasing tourism visitation, social welfare, soft power outcomes, economic activity, and improving a destination’s image. This chapter discusses benefits that host cities can achieve if strategies are implemented before, during, and after the event. The chapter also uses stakeholder theory to showcase how relevant stakeholders for event leveraging strategies can be identified so that they can work together collaboratively to achieve mutual benefits.