Sporting event economy: assessing the impact of the Indian Premier League (IPL) on sustainable tourism and destination branding in India

Purpose This study evaluates the interrelationship of event management on sustainable tourism and destination branding in the context of the Indian Premier League (IPL), a major sports event in India. Design/methodology/approach A survey was conducted during March–May 2024 to assess the effects of the IPL 2024 mega sports event. Multiple regression analysis was employed to examine the significance of event management, sustainable tourism and destination branding in tourism development. Findings Results indicate that event management significantly enhances both sustainable tourism and destination branding. Additionally, sustainable tourism strengthens destination branding, acting as a key link between sports event management and tourism promotion. Research limitations/implications The study focuses on tourists attending an IPL sports event over a short period, limiting generalizability. Future research should explore other sports events and adopt longitudinal approaches to assess long-term impacts. Practical implications Findings offer valuable guidance for effective event management and sustainable tourism practices, which can strengthen destination branding, attract visitors and enhance competitiveness. Policymakers, event organizers and tourism professionals can leverage these insights to drive sustainable growth. Originality/value This study provides new theoretical and practical insights into the economic role of mega sports events in tourism development, particularly in emerging sports tourism destinations like India.