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Leveraging a Mega-Event when not the Host City: Lessons from Pre-Olympic Training

The goal of this research is to gain a better understanding of how to leverage sport as a tool in the place of marketing strategy to develop the local economy.  This study investigates the policy process in sport and place marketing strategies by examining the planning, marketing, and implementation of pre-Games training for the Sydney 2000 Olympic Games. In 2000, Australian public officials and businesses recognised the value of pre-games training prior to the Sydney Olympic Games and mounted an aggressive effort to leverage Olympic opportunities in the country.

by Sarah Gardiner and Laurence Chalip

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Leveraging a Mega-Event when not the Host City: Lessons from Pre-Olympic Training

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