Place Branding & Co · Xavier Ginesta
Sport, identity and place branding
We discuss sport as an expression of identity and a resource for international positioning. My analysis of this episode explores Barcelona and Girona, clubs and athletes as ambassadors, and the importance of the legacy left by events.
Watch the conversation.
Video in Spanish · English overview belowMeet Xavier Ginesta
Xavier Ginesta is a lecturer and researcher at Universitat de Vic–Universitat Central de Catalunya. His work examines communication, sports marketing and the relationship between sport and place. He is the author of La Disneyització del futbol.
Ideas from this conversation.
- Clubs and athletes can shape a place’s visibility and meaning.
- Sports strategy needs a connection with local identity.
- The value of an event includes what it leaves behind.
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What does your place need next?
Tell me about your organisation, the challenge and your timeframe. We can explore the most useful scope, format and next steps.