File(s) under permanent embargo

Sport/cultural events : public and private perceptions of the hybrid event

conference contribution
posted on 01.01.2008, 00:00 authored by P Kellett, Anne-Marie Hede
This paper explores the public and private perceptions of events that amalgamate two different themes into one unified event. In this paper, we refer to this as a hybrid event. The paper is set within the context of Melbourne, Australia, where two hybrid events (specifically a sport/culture event) were delivered in 2006 and 2007. Media reports about the 2007 event were analyzed to capture the public perception of the sport/cultural event, and focus group data, collected from attendees of the events, were analyzed to explore the private perceptions of the hybrid event. The results indicate that there are a range of views about the sport/cultural event, which are not always consistent. The findings of this study indicate that the hybrid event has the capacity to wade through a cluttered marketplace, but that it does require strong branding to position itself in the marketplace for competitive advantage.



Sport Marketing Association (6th : 2008 : Gold Coast, Queensland)




Gold Coast, Queensland

Place of publication

[Gold Coast, Queensland]

Start date


End date




Publication classification

E1 Full written paper - refereed

Copyright notice

2008, SMA

Title of proceedings

SMA 2008 : Bridging the gap : bringing the world down under : Proceedings of the 2008 6th annual conference for the Sport Marketing Association

Usage metrics