This contribution is aimed at exploring textual patterns and linguistic features which lead to success in the marketing strategy underlying the mutual promotion of a city and a big (sporting) event. The relevant image factors of both realities to be mutually transferred, once defined by promoters, require a coherent linguistic and textual realization. Generally there is attention paid to linguistic surface aspects, but there is often a lack of stress on the textual cohesion when communicating an event related to the city.
