Global cities increasingly resemble one another in terms of their architectural
features and the services provided, and yet individual identities are ‘imagineered’.
26 Multinational corporations are aware of this and ‘micromarket’ their
products differentially to consumers in various locales because diversity sells.
Cities employ major spectacles to promote their national and global images,
thereby differentiating themselves from other cities in the hope of attracting new
investment and tourism and gaining competitive advantage over rivals. As with
the promotion of host venue uniqueness, diverse traditions are constructed and
even invented to sell products and promote tourism.27 This strategy is also
employed through professional sporting teams located in cities.