Purpose

The purpose of this paper is to examine how skateboarding as a community, sport and cultural phenomenon can become integrated into and drive the development, branding and marketing of a city (Malmö).

Design/methodology/approach

This paper is produced through a communicative co-constructed process of one scholar and one practitioner within the skateboarding field. Through the narrative told by the practitioner, and with basis in the established understanding and conceptualization of place marketing through sport, success factors of the skateboarding initiatives in Malmö are identified.

Findings

The skateboarding story of Malmö fits well into the established conceptualization of place branding and marketing, neoliberalism and urban entrepreneurialism. Also, it demonstrates the power of a unique user-driven partnerships between skaters, a non-profit organization and public institutions to create a skateboard-friendly city and as a consequence a strong internationally renowned skate-image. The multi-level, multi-content approach is founded in shared values and mutual benefits. Instead of fitting a phenomenon into an outward-oriented image-strategy, skateboarding as a sport and culture has been allowed to develop organically, creating a credible and unique image for Malmö.

Originality/value

This study adds to the literature on sport and city marketing/branding by developing a deeper, empirically founded, understanding of how to combine top-down and bottom-up approaches in urban development, marketing and branding. The results have scientific as well as practical value.

中文翻译：

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马尔默–滑板城市：通过用户驱动的合作伙伴关系开发和营销城市的多层次方法

目的

本文的目的是研究滑板作为一种社区，体育和文化现象如何融入并推动城市（Malmö）的发展，品牌化和营销。

设计/方法/方法

本文是由滑板领域的一位学者和一位从业人员通过交流共同构建的过程而产生的。通过从业者讲的故事，并在通过运动对场所营销的既定理解和概念化的基础上，确定了马尔默滑板运动成功的因素。

发现

马尔默（Malmö）的滑板故事非常适合地方品牌和营销，新自由主义和城市企业家精神的既定概念。此外，它还展示了滑冰者，非营利组织和公共机构之间以用户为导向的独特合作伙伴关系的力量，以创建一个滑板友好型城市，并因此获得强大的国际知名滑板形象。多层次，多内容的方法建立在共享价值和互惠互利的基础上。滑板运动不是一种外向型的图像策略，而是一种有机的运动和文化，它已得到有机发展，从而为马尔默创造了可信且独特的图像。

创意/价值

通过对城市发展，市场营销和品牌推广中自上而下和自下而上的方法相结合的深入了解，本研究为体育和城市营销/品牌研究增加了文献资料。结果具有科学和实用价值。