Sporting Memorabilia, Place Branding and Dark Sports Tourism

Tourism is a multifaceted phenomenon involving travel for personal or professional purposes,with dark tourism focusing on sites tied to tragic historical events. Dark tourism oftenintersects with sports, where certain organizations are shaped by dramatic events in theirhistories. For instance, the Cypriot football club “Nea Salamina” was deeply affected by theTurkish invasion of Cyprus in 1974, which forced its relocation from Famagusta to Larnaca.Events like these influence the identities of sports organizations, which often commemoratesuch tragedies to honor individuals, reflect on their history, or highlight their growth. Recentstudies have explored how sports organizations also use these tragic events for place anddestination branding. They promote travel and cultural interaction by creating relationshipswith certain locations. Football clubs, for example, create themed memorabilia, such asjerseys, that incorporate symbols and narratives from historical tragedies. These productsintroduce tourists to local history by bridging the gap between sports, tourism and darktourism. This study examines the impact of a commemorative football jersey on a localcommunity and a football club's identity, highlighting its broader implications in the sportsand tourism sectors. It also highlights the cultural and economic value of such projects.