In the world of hosting sports events the playing field is far from level writes Rachael Church-Sanders, author of SportBusiness’ Ultimate Sports Cities 2012. Some cities have broken away from the pack to establish themselves as Ultimate Sports Cities leaving others trailing in their wake, although hosting a major event such as the Olympic Games is not always a prerequisite for success. Smaller cities are catching up with their larger competitors quickly through learning from their city peers that establishing a major events strategy encompassing regular annual events in addition to the one-off crown jewel events is key to becoming a SportBusiness Ultimate Sports City in the future.
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