The UJI claims the power of sport as a dynamising force for territorial brands



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## The UJI claims the power of sport as a dynamising force for territorial brands

14/11/2022 |
SCP

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Image resource congres-marca-territori SimonChadwick
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* [![ congres-marca-territori SimonChadwick](/com/noticies/2022/11/1q/congres-marca-territori/SimonChadwick.JPG)](#)
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The second International Congress on Brand, Territory and Sport of the Universitat Jaume I has ended today with the participation of more than 200 people who have attended in classroom and online mode over two days.

"The congress has served to analyse the contribution of the strategic management of brands to the sustainable development of territories, to learn about experiences on the development of territories based on the practice of sport and to place the UJI at the forefront of research in this area", said UJI lecturers Mayte Benlloch, Rocío Blay and Guillermo Sanahuja.

On the first day, Magdalena Florek, founding member of the board of directors and director of education of the International Place Branding Association, opened the first session with an analysis of how brands can help the development of territories. "It is important to anchor the strategy in working on authenticity, creating experiences, effective and transparent communication, and professionalising the management of territory brands. My advice to territories is to reach out beyond their borders to share values and tools with others", she said.

Likewise, Olga Kolotouchkina, lecturer and researcher at the Complutense University of Madrid, focused on the commitment of brands to inclusive sport, with examples such as the sponsorship of the Tokyo 2020 Paralympic Games "in which global sponsors brought paralympic sport closer to local communities through schools and associations, as well as the proposal for the upcoming Paris 2024 Games where competitions will be held in the streets in order to reach a larger number of citizens and with the consequent visibility for the city brand".

A round table was used to analyse the digital transformation of large sports venues and various communications addressed issues such as the map of television rights for professional Spanish football, sports celebrities and advertising on Instagram, the case of the management of the Coves de Sant Josep and its sporting experience and the use of TikTok as a promotional tool for Oolympic athletes, among other topics.

Today, Simon Chadwick, researcher, writer, expert in the global sports industry and geopolitics, gave a lecture in which he gave some keys on how Qatar has been building itself as a nation, has developed and has influenced the whole world through football.

Emilio Fernández-Peña, director of the Institut de Recerca de l'Esport at the Universitat Autònoma de Barcelona, addressed the media management of the city of Barcelona during the 1992 Olympic Games and the next Games in Paris in 2024.

The implementation of the 2030 SDGs through sport was the central theme of a round table that closed today's technical sessions.

The vice-rector for Infrastructures and Sustainability of the Universitat Jaume I, Vicent Cervera; the sports deputy of the Castelló Provincial Council, Tania Baños, and the co-director of the congress, Guillermo Sanahuja, were in charge of closing the congress, which has already started working on its third year.

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