This is a widespread topic within
the events industry, due to the growth of mega events such as the Olympics and
the FIFA World Cup in the past 20 years.
According to Horne (2007) the “knowns”
of Sport Mega Events is that the industry is expanding and growing due to the
amount of attraction the mega events receive. This is due to new developments
in technologies, such as satellite TV which attracts global audiences.
Therefore, this leads to opportunities for mega events to gain ‘serious’
corporate sponsorship revenue as the new technological developments form a
channel of mass communication. This is useful for the sponsors as it is
valuable promotion for commercial products.
Therefore this has impact on the economic revenue received from holding
a mega event; commercial competition occurs between sponsors to have peak
exposure whilst the events are being broadcasted.
The host country or city holding the mega
event attracts large amounts of attention which in turn will have a positive or
negative impact on the hosting community. For example the Olympic Games configure
relational and symbolic systems within the host city (Glynn 2008). This is due
to host communities keen to stage a mega event due to the increase of
reputation and exposure it can bring ‘Global shop window effect’. Therefore
creating a ‘feel good’ factor among citizens of the host nation, this has a
knock-on effect for their wellbeing. As sports mega events can inspire the masses,
including youngsters to take up sport or a form on physical activity, therefore
improving their health such as the Olympic 2012 legacy. This is something that
governments want to implement (Grix, 2012).
However host
communities involve, many different stakeholders. Therefore in order for a mega
event to be successful, the understanding and participation of all stakeholders
in the process is crucial (Gursoy and Kendall, 2006).
Glynn, M. (2008). Configuring the Field of Play: How Hosting
the. Journal of Management Studies. 45 (6), p.1118-1146.
Grix, J. (2012). The Politics of Sports Mega‐events. Political
Insight . 3 (1), p.4-7.
Gursoy, D and Kendall, K. (2006). Hosting mega events:
Modeling Locals’ Support. Annals of Tourism Research. 33 (3), p.603–623
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