ABSTRACT
Ibrahim LAMAI - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2023/2024
This thesis explores the impact of mega sporting events on Morocco's nation branding, focusing on the 2030 World Cup. It examines how these events can enhance the country's international image while aligning efforts with the national strategy. By analyzing the preparations and organization of the event, it highlights opportunities for infrastructure development and stakeholder engagement. The aim is to propose operational recommendations to maximize socio-economic benefits and ensure a lasting legacy for Morocco.
Keywords: image, legacy, mega-events, nation branding, soccer world cup, sport, territorial marketing, Morocco.
To consult this study dissertation
This dissertation is available on request only to IMPGT students or partners of the A&NMT Chair. If necessary, we can put you in touch with the author.
