The Utility of Including Regular Sport Team Events in Event Portfolios

Event portfolios are a useful way for destination managers to holistically manage their community’s collection of events and, through strategic integration and common objectives, more effectively produce benefits. However, regular sport events such as those played by professional sport teams in a sport league have received little attention from event portfolio managers and researchers. Understanding the value and utility of sport team event assets can inform the successful integration of these events into event portfolios. This research used qualitative methods to examine how team asset components can contribute to achieving event portfolio objectives. The results have significance for event tourism researchers and practitioners and demonstrate that contributions are largely founded on the focal professional sport league structure, which provides constant content and regular communications with key target markets. Analysis of the findings led to the development of a model on the utility of including team events in an event portfolio.