Sport Events' Strategic Multi-Leverage

Abstract

Nazaré is internationally recognized as a big wave surfing destination. Combined with the media dynamics surrounding that phenomenon, the local government has pursued the strategy of promoting Nazaré as a prime location for beach sports. Subsequently, this research aimed to understand and stimulate the strategic leveraging process of a portfolio of beach soccer events hosted in 2021, in Nazaré, Portugal. The research strategy adopted the case study through an action-research approach. Although strategic goals and actions were implemented pointing to economic, social, environmental, sport, and political dimensions, the results showed that the long-term strategic economic objectives were the most pursued, allowing the image of Nazaré to be anchored to the worldwide phenomenon of big waves. To maximize the host community's benefits, greater attention must be paid to portfolio design and the integration of all local stakeholders representing the destination's areas which are intended to be strategically leveraged in different dimensions.