"Celebrating the local: Place-based advertising at Liverpool Football Club

Authors: Daniel Keenen*, Texas A&M University
Topics: Recreational and Sport Geography, Tourism Geography
Keywords: sports geography, Globalization, local, sports tourism, Place-Based Advertising
Session Type: Paper
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This paper aims to explore the place-based advertisements used in international soccer. First, it will elucidate the aspects of history and myth are used by Liverpool Football Club to draw in and encourage international supporters to visit the home ground of the club. Second, the paper aims to demonstrate the utility of Sports Geography to the wider geographic community. This paper will draw on the author’s first-hand experience of sports-based tourism. This ethnographic data will be used in conjunction with advertisements from Liverpool Football Club, NBC Sports Soccer, and other organizations, analyzing their rhetoric to support the claim that the myth of Anfield and Liverpool’s unique history are critical towards motivating international support of the club, as well as sports-based tourism, or “soccer pilgrimages.” This advertising of the “local” ultimately allows the club to participate in a globalized market while simultaneously offering it the chance to preserve the characteristics which make it unique.

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