The sports events tourism industry is expanding rapidly, with destinations competing to host events of all sizes. While traditional metrics like visitor spending and hotel occupancy remain essential, earned media offers a powerful, untapped opportunity to measure the broader impact of sports events.

Key Takeaways:

• Earned Media Value (EMV): Represents unpaid, organic publicity from media coverage, influencer mentions, and social sharing—capturing the intangible impact of media impressions.
• Sports ETA Earned Media Calculator: Provides a groundbreaking tool to quantify EMV, enabling destinations and Rights Holders to measure and report media awareness and overall impact effectively.
• Broader Event Value: EMV highlights the significance of events beyond overnight stays, showcasing audience reach, brand visibility, and media exposure.
• Enhanced RFPs: Including EMV in event proposals helps Rights Holders present a comprehensive and compelling case for their event’s economic and cultural value.

This whitepaper delves into the importance of EMV as a transformative KPI, how the calculator works, and its potential to redefine success in sports events tourism.

View the white paper here. 

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