Purpose – Cities all over the world rebrand themselves in order to refresh their image and attract/continue attracting tourists, industry or whichever group they hope to engage. Cities have tended to rebrand themselves based on varied social events and festivals such as fashion (Milan), food...

Purpose – City branding has become a very popular activity all over the globe. In this paper the authors aim to show the importance of sports events in city re‐branding strategies, and how businesses take advantage of such opportunities to increase their incomes. Design/methodology/approach...