Destination Marketing Using a Sport

Abstract

This case showcases how destination marketing and sports marketing can be strategically integrated to serve as a focussed destination marketing approach. The case focuses on how a destination, Fujairah, one of the seven emirates of the UAE, marketed itself using a global sport, the 8-Ball World Pool Championship. The case shows the stages from inception till execution of the whole event. Alongside, it demonstrates how ‘Internal Marketing’ at a community level played a role in its success. It also shows how the characteristics and nature of the sponsors and their support brought a positive snow ball effect on the final outcome.