A community brand is more than just a logo or tagline. It’s a collection of stories, experiences, and memories that shape how people perceive it, especially visitors. While major events like the Olympics and Copa America offer cities a platform to showcase their identity, smaller municipalities can also leverage sports—particularly youth tournaments and regional competitions—to reinforce their image and foster community pride.

From youth soccer tournaments to state championships, sporting events help create lasting impressions and meaningful connections for both residents and visitors. These events provide more than just a weekend of excitement—they can shape a community’s identity and boost its profile (not to mention the economic impact).

The Global Stage: Olympics and Copa America as City Brand Builders

When it comes to sports and community branding, global events like the Summer Olympics and Copa America can transform how a city is viewed.

Take the Paris 2024 Olympics, for example. Paris is already famous for its history, art, and culture, but the Olympics allowed the city to modernize its image. By focusing on sustainability and innovation—including eco-friendly venues and an environmental commitment to cleaning up the Seine in time for the competition—Paris used this monumental opportunity to position itself as a forward-thinking global leader.

Similarly, Copa America, traditionally played in Latin America, has given U.S. cities like Miami, Seattle, Houston, and Kansas City the opportunity to shine on the global stage. These cities not only benefit financially from the influx of visitors, but they also get a chance to showcase their culture and infrastructure. The tournament helped the U.S. and these cities build a reputation as vibrant, modern destinations, paving the way for future events like the 2026 FIFA World Cup.

The Role of Sports in a City’s Brand

Sports are more than just games—they unite people, tell stories, and foster local pride. For smaller communities, hosting sporting events can be a valuable tool in building visibility. The size of the event matters less than how it reflects the community’s values and culture.

Enhancing visibility: Even smaller events attract media attention and visitors from neighboring areas. This can shine a light on the community’s unique features, like a historic downtown or scenic parks.

Creating lasting memories: Well-organized events and local hospitality leave lasting impressions, encouraging visitors to return and spread the word about the community.

Youth Sports: Giving Smaller Communities a Platform and a Megaphone

Youth sports tournaments offer a powerful platform for small and mid-sized cities to shine. These events can draw hundreds of families into town, giving local businesses a boost and raising the community’s profile.

Showcasing local values: Cities can use youth tournaments to reinforce their image as family-friendly, community-oriented places.

Boosting the local economy: Youth sports bring significant economic benefits. Hotels, restaurants, and shops see an influx of customers, which provides a financial boost while showcasing the community’s hospitality.

Telling the city’s story: Cities can partner with local businesses to offer a full visitor experience, introducing newcomers to unique attractions and ensuring a positive impression.

East Peoria, Illinois, has become a youth sports hub in the Midwest. Its EastSide Centre hosts regional and national tournaments for youth baseball, softball, and soccer, drawing families from across the region.

East Peoria has leaned into its identity as a family-friendly community with top-tier athletic facilities, boosting both tourism and the local economy. By attracting visitors through sports, the city also showcases its parks, restaurants, and welcoming atmosphere.

Balancing Opportunity with Authenticity

While hosting sporting events offers numerous opportunities, it’s crucial for communities to stay true to their identity. Visitors will remember the personal touches—local flavors, history, and hospitality—more than any temporary spectacle.

Cities don’t need to reinvent themselves to capitalize on a sporting event. The key is to highlight what already makes the place special, whether that’s a scenic landscape or a strong sense of community. Authenticity ensures that visitors leave with a positive, memorable impression of the city.

Sporting events should be part of a broader place-branding strategy, one that promotes tourism, supports local businesses, and fosters community pride. When done strategically, these events can leave a lasting legacy that benefits the city long after the final whistle.

Lessons from the Summer of Sports

Whether it’s a global event like the Olympics, a major competition like Copa America, or a local youth tournament, sports offer cities a platform to enhance their brand. For smaller municipalities, these events provide the opportunity to tell their story, boost the local economy, and create lasting memories.

By staying true to their identity and offering authentic experiences, communities can use sports to reinforce their brand and build a brighter future. The impact of sports on place branding is undeniable, and for smaller cities, the opportunities are right there on the field.