Strategic thinking and planning behind the development of a sporting event portfolio: the case of Shanghai

Recent developments regarding event portfolios have renewed research interest in the management and leveraging of sporting events. This study contributes to the topic by examining the purpose of sporting event portfolios and the process of their strategic planning in an Asian context – Shanghai. Guided by strategic planning theories, this paper explores how Shanghai’s sporting event portfolio was developed and why. Empirically, the study draws on extensive data, specifically, policy and strategy documents and interviews with key sport policymakers and sport experts in Shanghai. The results suggest that Shanghai’s event portfolio benefited from more than 20 years of planning and development. Twelve commercial sporting events were carefully handpicked and cultivated to promote destination branding, to advance Shanghai’s reputation as a global city, and to serve other social and economic development agenda. This study offers some important insights for the planning of event portfolios to enhance city image and stimulate regional development.Shanghai creates a sporting event portfolio.The Shanghai event portfolio has gone through three phases of development.Shanghai’s sporting event portfolio formulation is an evolving process, involving reflection and adjustment.Events were carefully selected to reflect Shanghai’s characteristics and to be different from other major cities in China.A sporting event portfolio was a critical source of competitive advantage against domestic major cities.