Destination Marketing is proven to be a highly successful method of positioning destinations as a must-visit location, benefiting the economy and its residents while also giving visitors an unforgettable experience. Mark Jensen interviews Marten Hedlund about how sports can serve as a powerful tool for destination marketing and why an annual series of sports events delivers greater value than one-off events.
Marten, what are the advantages of an annual tour like the Legends Team Cup compared to a single sports event?
“An annual tour creates continuity and long-term engagement. Think of a single event like hosting a dinner—it can be a pleasant evening, but if no one invites you back, it remains just a one-time occasion. However, if that dinner leads to you being invited to other dinners hosted by your guests, you suddenly become part of an exciting network. The Legends Team Cup works in the same way. Each event is an invitation to join a broader community, where every destination receives recurring attention and builds stronger connections with other hosts, sponsors, and business partners. This fosters relationships and collaborations that extend far beyond a single event.”
How do the destinations benefit from being part of the tour?
“The Legends Team Cup consists of eight exclusive events strategically placed, with only two events in each region—Asia, the Middle East, Europe, and the Americas. This geographic spread allows us to maximize global reach while giving each destination a unique opportunity to stand out in a competitive market.”
“By participating, each destination gains year-round visibility, as the Legends Team Cup is broadcast for nearly a month annually, reaching billions of viewers worldwide. This is truly unique in the tennis world, meaning our destination partners enjoy continuous exposure, not just during a single event. It’s a long-term investment in the destination’s brand, boosting tourism and business growth.”
What does it mean for a destination to be an early adopter of a new concept like the Legends Team Cup?
“Being an early adopter and embracing new, exciting concepts like the Legends Team Cup demonstrates that a destination is forward-thinking and eager to lead in sports, tourism, and business development. This proactive approach adds significant value, positioning the destination as a trendsetter in attracting international events and investments. By being among the first to invest in a global concept like ours, a destination gains a competitive edge and sets itself up to reap future benefits from new opportunities.”
How do you work to maximize value for your partners and sponsors?
“We place great emphasis on collaborating closely with our partners to ensure they get the most out of their involvement in the Legends Team Cup. It’s not just about visibility; it’s about creating genuine value through deep partnerships. We integrate the events into each destination’s marketing strategies and tourism plans to enhance their brand and extend the impact well beyond the tournament.”
“For our sponsors and partners, Legends Team Cup is also a platform for business development. We create opportunities for exclusive VIP meetings, networking events, and client gatherings around each tournament. This approach not only strengthens their brand but also opens doors to new markets and contacts. Our goal is to establish a culture where every partner feels their investment generates long-term results, making the Legends Team Cup more than just a sports tour—it’s a global platform for growth and development.”
