Coming out in Copenhagen. Homo Sports Events in City Marketing

Research output: Contribution to journalArticle


The intense competition between places means that new and more differentiated marketing strategies are becoming increasingly important in order to attract visitors and other target groups. In order to be seen, gain positive media attention and put the place on the map many cities try to develop marketing concepts based on experiences, among other things. One such strategy used by many places is to focus on sports, including big events and arenas as well as different kinds of sports activities. Another present-day strategy is to highlight and commercialize 'the different', for instance homosexuals. An interesting phenomenon in this context is the merging of sports and homosexuals and the use of this as an economic development strategy. In this essay we analyse the homo sports event World Outgames as an outcome in the intersection between city marketing, the commercialization of sports and the commercialization of homo culture.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Social Sciences Interdisciplinary


  • Sports Events, City Marketing, Copenhagen, World Outgames, Commercialisation
Original languageEnglish
Pages (from-to)314-328
JournalSport in Society
Issue number2
Publication statusPublished - 2010
Publication categoryResearch