The Impact of the “European City of Sport” in Braga (Portugal)

Abstract

This manuscript presents a case study where the impacts and potential opportunities that resulted from the joint efforts of all stakeholders involved in the European City of Sport are discussed. (CED) 2018, in Braga. For the present study, we chose to carry out a mixed analysis, given that we had access to the main numbers, as well as the criticism and information received by the authorities that were responsible for the centralization and monitoring of the case study: European City of Sport in the city of Braga. The main objective of this case study is to demonstrate the impact that events can have on a city. In the particular case, the study focuses on events related to sport, in 2018, in Braga, as a Portuguese city nominated for European City of Sport (CED). Braga CED 2018 was an event with enormous surroundings, characterized by being much more than those who competed in it. The associated intangible social benefits translate into social development through increased community interest in sport, resulting in greater community participation in sporting activities, improved health, increased consumption of articles related to sport and greater investment in infrastructure that can be used by the population both during and after the event. The main limitations of the study are related to some more qualitative analysis, namely with regard to the satisfaction of local inhabitants, in order to understand whether or not they are involved in strategic decisions related to the city where they live and if they effectively enjoy the positive effects impact of an event with these dimensions. As future studies, it is recommended to try to understand how the community is involved in the organization and selection of sporting events. From an interdisciplinary perspective, this manuscript presents inputs for marketing, management and local development.