Publication Details

Vel, P., Shah, A. M. & Fakhir, F. 2017, 'Destination Marketing Using a Sport', Oxford Journal: An International Journal of Business & Economics, vol. 12, no. 1, pp. 37-45.


This case showcases how destination marketing and sports marketing can be strategically integrated to serve as a focussed destination marketing approach. The case focuses on how a destination, Fujairah, one of the seven emirates of the UAE, marketed itself using a global sport, the 8-Ball World Pool Championship. The case shows the stages from inception till execution of the whole event. Alongside, it demonstrates how 'Internal Marketing' at a community level played a role in its success. It also shows how the characteristics and nature of the sponsors and their support brought a positive snow ball effect on the final outcome.