Table of Contents

International Handbook on the Economics of Mega Sporting Events

International Handbook on the Economics of Mega Sporting Events

Elgar original reference

Edited by Wolfgang Maennig and Andrew Zimbalist

From the Olympics to the World Cup, mega sporting events are a source of enjoyment for tens of thousands of people, but can also be a source of intense debate and controversy. This insightful Handbook addresses a number of central questions, including: How are host cities selected and under what economic conditions? How are these events organized, and how is local resistance overcome? Based on historical and empirical experience, what are the pitfalls for the organizers of these events? What are the potential economic benefits, including any international image effects? How can the costs be minimized and the benefits maximized for host cities and countries? How do these mega events impact the challenges of globalization and what is their environmental legacy?

Chapter 9: Stakeholder Perceptions of Short-term Marketing Tactics During the Olympics

Rick Burton, Norm O’Reilly and Benoit Séguin

Subjects: economics and finance, public sector economics, sports


Rick Burton, Norm O’Reilly and Benoit Séguin 1 INTRODUCTION Any discussion of mega sporting events and the perceptions created by these events is bound up in the very word ‘perception’. By perception we refer to the views and images that a stakeholder holds of a certain entity. In the case of mega events, the stakeholders could be the rightsholder, a sponsor, a media partner, a national sport organization, and so on; while the entity could be the event, a sports federation, sponsorship or a host country. We take this approach based on perceptions as they are core to any marketing perspective and while perceptions are almost always important to any entity, when we move into the world of mega sporting events there are numerous perceptions in play. As such, when we look at properties like the International Olympic Committee (IOC), football or basketball federations (FIFA and FIBA) or the Rugby World Cup, we must immediately recognize various stakeholders and their public, private and political agendas (Burton, 2003). Using the Olympics as an example we can suggest that the IOC is charged with caring for and stewarding the Olympic Games (as a brand), while coordinating numerous different sport federations (that is, swimming, gymnastics and athletics) that are heavily invested in caring about the considerations of their individual sport officials and athletes. Likewise, countries (with their National Olympic Committees), regions (with their tourism boards) and individual athletes are all dreaming about the possibility and likelihood of performing on an international stage....

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