Large-scale Sports Events and Shanghai City Brand Marketing

Abstract

These days, sports events, especially large-scale famous sports events, have increasingly become a language without national boundaries, and their potential huge commercial value has also been recognized by more and more scholars. Although its huge economy and brand effect in the city have also been paid more and more attention by the society, there are still some problems in the research which deserve further consideration and discussion compared with the practical development of sports events. How to facilitate the development of Shanghai city brand through the development of sports events, improve the brand image of Shanghai, and explore the economic and social value behind it has become an urgent problem to be solved. Based on the summary and analysis of sports events and city brand, this paper further explores the current situation and future prospects of Shanghai using sports events to develop city brand.