STUDY DISSERTATION | The place of sports events in a strategy of territorial attractiveness and social marketing

SUMMARY

Thomas LÉONARD - Licence 3 "Administration publique - Parcours Management Public" - Academic year 2021/2022

In view of the many societal movements that have shaken up the events sector, this thesis will attempt to answer the following question: To what extent do sporting events form part of a strategy to enhance territorial appeal and encourage the development of responsible citizen behavior? With the integration of new modes of public action, the sports events sector has continued to grow exponentially in France. Indeed, the demand for and integration of sport into the dynamics of territorial development tourism have highlighted the sporting, political and economic stakes at play in the service of environmental, socio-cultural and territorial dimensions. Perpetually linked to the promotion, territorial influence and economy of a local institution, sporting events have emerged in the wake of increasing globalization, with the aim of combating the individualization and standardization of our society. Explained in this dissertation through numerous examples of local, national and international sports event organization, as well as through interviews with professionals, this territorial shift led sports events to take on a singular originality in order to differentiate each territory: they thus became, for citizens, a symbol in the creation of cultural and social encounters, as well as in their role in raising awareness of new responsible behaviors. While defining a territorial appeal strategy, exploring the symbiosis between social marketing strategy and sports events, and developing the main marketing and communication tools used, this dissertation is intended to be accessible to all, thanks to a case study highlighting the strengths and assets of sports events in the service of citizens' quality of life.