ABSTRACT
This chapter provides information on a continually emerging promotional aspect of sport marketing that is directly connected with tourism: destination marketing. As one of the main attractions for destinations, sport of all types has become a significant driver of tourism dollars for communities of all sizes. This chapter provides an explanation of the concepts of destination marketing, destination image, and destination brand and how an effective sport marketing strategy can enhance all three in terms of minor, major, hallmark, and mega events. A number of challenges and risks associated with marketing sport through a destination is also covered. The chapter will conclude with how a quality destination marketing plan that includes sport activities can increase social and economic change for a destination.
