Media visibility and place reputation: does sport make a difference?

Abstract

PurposeThe paper aims to contribute to the research field on the reputation effects of hosting sport entities. It asks if sport by boosting the visibility of places increases the attention of other domains of activity at the place, such as culture, politics and business.Design/methodology/approachBy using a full text database, the study compares media coverage across cities of similar size that host/do not host a premier professional football club. Qualitative screening is used to compare coverage of diverse domains related to the place.FindingsHosting a top football club largely magnifies the media coverage of a city. There is no indication that sport media coverage enhances media exposure of other attributes connected to the place.Research limitations/implicationsThe study does not measure the effects media coverage has on individuals. Further research should address this issue.Practical implicationsPlace branding through sport media coverage does not automatically exhibit other qualities of a place. If places intend to expose its diversity through sport, a deliberate “branding through sport campaign” must be considered.Originality/valueThe study is unique in relating media coverage of sport teams to visibility of other activities of a city. It is the first to measure how sport media coverage impacts on place exposure.