Atlantic Arc Cities

footballA brief by Elise Baudelet, junior expert in territorial marketing at the CAAC

Yesterday the Football World Cup competition officially started. During one month the world will not get its eyes out of Brazil, and, as every four years, news will refer it as a crucial international event. Actually, the country has been under the spotlights a long time (for almost a year) before the beginning of the games with many comments, analyses, news reporting… Therefore, it has become more than football: it involves the management of the national brand.

The World Cup, as the Olympic Games, has emerged as an essential factor of public policy. Hosting a large international sporting event guarantees a worldwide media exposure as well as a financial return on investment. Despite the considerable investment associated with the infrastructural development, places are undeniably competing to organize them because of the local economic activities and job opportunities…

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