With the globalization and commercialization of sport itself, the impact of sports on our society has increased. Internationally more and more cities have already realized to conduct some major international games, which not only can greatly improve the urban function, increase urban employment opportunities, and promote urban economic development, but also is better able to raise the city's image, and is beneficial to the cities' overall marketing.
Entering the 21st century, the city's development is faced with opportunities and challenges, and Hangzhou, as a famous tourist city, has a arduous task to seek fast development. The urban product theory is one of overseas mature urban development theories, while the sports gradually become the urban development spokesman. From the characteristic of Hangzhou’s city products, I discuss sports’ function on the process of Hangzhou’s city marketing with overseas experience of successful cases.
Keywords: sports marketing, city marketing, Hangzhou
