Sports Mega-events Research Articles

‘Girls just want to have fun?’ Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship

With global media attention and a global reach, mega-sporting events play a crucial role in sports communication. Although the audience of these events has traditionally been overwhelmingly male, in recent years they have attracted an increasing number of women. The present paper therefore explores women’s and men’s motives for watching three mega-sporting events – FIFA World Cup 2006, the UEFA European Championship 2008 and FIFA World Cup 2010 – and compares the intensities of the three central motives of thrill, entertainment and information, especially as they relate to participants’ levels of general interest in sport. The results indicate that as their interest in sport increases, the differences between the motives of women and men decrease. This finding provides valuable initial insights into the increasing popularity of mega-sporting events among women.

Do sports mega-events boost public funding in sports programs? The case of Brazil (2004–2015)

This article explores public expenditure in Brazilian sport from 2004 to 2015 and aims to understand if hosting sport mega-events has influenced investments in different types of sport (elite sport and educational/participation sport). Data were collected through governmental records and examined through descriptive statistics. Positive and negative variations of spending were reported, regarding both the overall budget allocated to sport and among the different types of sport. This study concluded that sport mega-events have influenced the funding of sports programs to some extent, but other aspects of public funding are likely to be more significant influencers on the observed variations. The study also argues that further research on different host countries is necessary to understand the impact of sport mega-events on public sport funding.

The Visibility of Female Athletes: A Comparison of the Sochi 2014 Winter Olympic Games Coverage in French, British, and Spanish Newspapers

The media coverage of sport events in relation to athletes’ sex has been extensively analyzed in the scientific literature. Apart from sports mega-events such as the Olympic Games, the findings of these studies seem consistent in that female participants are systematically underrepresented in sports media coverage. However, much of the research in this area relates to North America. Therefore, the aim of this study was to examine sex equity in the coverage of the Sochi 2014 Winter Olympics by French, British and Spanish newspapers to provide new insights in this research field from a different cultural perspective. A content analysis was carried out and mixed results were found. French coverage shows significant discrimination of female athletes on most of the variables analyzed. Conversely, British coverage shows significant discrimination of male athletes on most of the variables studied. Finally, Spanish coverage is fair. These mixed results show the value of conducting such studies in geographical areas outside North America.

It’s All About My Team: Mega–Sport Events and Consumer Attitudes in a Time Series Approach

The hosting of a mega–sport event (MSE) has a number of implications for a host country, some positive and some negative. This research explores the influence of the on-field performance of the host country’s national team (NT), in this case for the Olympic Games, on the decision to bid for and potentially host such an MSE. Previous studies have normally focused on residents and international tourists who attend the event, thereby not considering the views of (i) nonresident communities of the host country and (ii) international and domestic spectators. This research responds by investigating the impact of individual associations with the (Olympic) NT through examining the expectations for and perceived performance of the NT on behavioral attitudes of domestic (Canadian) and foreign (American) residents toward the NT itself, the MSE, and the host country, around the 2010 Winter Vancouver Olympic Games.

Quality of life of residents living in a city hosting mega-sport events: a longitudinal study.

BackgroundIt remains unknown whether and when the hosting of mega-sport events increases quality of life of host city residents. The aim of this study is to assess the changes in quality of life of host city residents over the course of hosting a mega-sport event until three months after the event, depending on residents’ perception of the atmosphere during the event.MethodsThe study was conducted in Rio de Janeiro, one of the host cities of the 2014 FIFA World Cup in soccer. Participants were recruited from a Brazilian market research agency’s panel and surveyed online. The WHOQOL-BREF was used to measure quality of life of residents of Rio de Janeiro (n = 281) in three waves in the context of the 2014 FIFA World Cup. Perceived atmosphere at the event was measured via an established scale. Piecewise latent growth models were used to analyze individual changes in the four domains of quality of life per se and depending on perceived atmosphere.ResultsThere was no change in quality of life with respect to physical, social, psychological, and environmental health for all participants during the course of the event. However, residents who perceived a positive atmosphere rated the social and environmental domains of quality of life more positively right after the end (vs. at the beginning) of the World Cup. This increase sustained until three months after the event. Physical health (particularly at high levels of perceived atmosphere) and psychological health decreased from right after the event until three months after.ConclusionsThere was no positive effect of the hosting of the mega-sport event on the four quality of life domains of the panel members (who were residents of a city hosting a mega-sport event) per se. The individual changes in quality of life vary by perception of atmosphere and by domain of quality of life.

Online Chinese discussions about the 2014 World Cup

Purpose The purpose of this paper is to explore online discussions about the 2014 World Cup on the Chinese social media platform Sina Weibo. Because China did not qualify for the World Cup, the study focusses on the role of online discussions surrounding a worldwide international event from an outsider perspective. Doing so will uncover not only the depth of dialogue surrounding issues of nation and sport, but – perhaps more importantly – also aid in uncovering the utility of online platforms in creating online communities even among presumed outsiders. Design/methodology/approach A content analysis of the discussions on Sina Weibo is used to identify differences between fanship comments and non-fanship comments in terms of the focus of the content and the degree of valence. Findings Overall, fans were more likely than non-fans to use positive valence in their comments to enhance the value of the World Cup. Moreover, fans were also more likely to discuss topics closely related to the event itself, such as teams, athletes, and factual information/news about the World Cup, establishing identification with in-group participants. Moreover, the findings also imply important insight regarding electronic commerce opportunities. Originality/value This paper is among the first to investigate the online discussions about World Cup in China. Theoretically, this paper provides a comprehensive framework to examine the online discussions of mega-sporting events in China based on theories of social identity theory and nationalism. Practically, it provides baseline data for the sports industry and public relation practitioners to promote a sports event when the direct nationalistic interests are absent. Moreover, it also aids in uncovering the substantial changes in sports-related communication, experiences, and mediated participation.

Qatar World Cup 2022: Awareness of the Event and its Impact on Destination and Country Character Perceptions in the US Tourism Market

This study examined how awareness levels of hosting the 2022 World Cup in Qatar changed perceptions of Qatar's destination image, country character, and neighboring destinations' images. Data were collected through Amazon Mechanical Turk, an online consumer panel comprised of people residing in the US with an Amazon. com account and willing to participate in the surveys. The results revealed that higher awareness of the 2022 World Cup being hosted in Qatar improved host destination image perceptions, selective regional country perceptions, country character and relevant behaviors to either travel to Qatar for vacation, for interest to travel to attend the event, or to watch the event on TV. Implications involve strategies to create higher awareness for the destination using the mega-sport event platform for promotions.

Olympic sport and physical activity promotion: the rise and fall of the London 2012 pre-event mass participation ‘legacy’

ABSTRACTThe legacies of Sport Mega Events (SMEs) such as the Olympic Games are increasingly regarded as significant opportunities to increase sport and physical activity (PA) participation. Major sport/PA legacy objectives may even be pursued before the event takes place. This article examines a specific pre-event sport/PA policy target of the London 2012 Olympic Games: the aim of increasing overall participation by two million between June 2008 and the Games in 2012 (a target that was abandoned in 2011).Within a governmentality analytical framework, this research examined how London 2012’s pre-event sport/PA participation legacy targets were constructed by organisations responsible for their delivery. Three specific themes are discussed: the inconsistency between how sport/PA participation was constructed in terms of both ‘risk’ and ‘reward’ by different organisations; the reliance upon intangible concepts such as ‘inspiration’ and the status of the Olympic Games to increase participation; and the rationales given for the subsequent abandonment of the pre-event PA participation targets in 2011.The abandonment of the pre-Games participation targets holds two overarching policy implications for future SME host governments and organisers. First, host governments cannot rely on the unique status or ‘inspiration’ of the Games alone to increase participation and must pursue this more proactively. Second, the ultimate failure of these policies should not be attributed exclusively to their intrinsic limitations, but also to a range of external environmental factors. Pre-event SME legacies must therefore be planned with sufficient awareness of the social and political contexts in which the event takes place.

Relationships among Service Quality, Value, and Student Athlete Satisfaction at Taiwan’s National Tug of War Competition

Service quality has been extensively used to improve corporate performance in business; however, few studies have applied this concept to the sports field. In Taiwan, students’ sporting events play an important role in national sports development as they are the main channels in which to incubate elite athletes and a way to develop professional experiences related to holding mega-sports events. Therefore, the main purpose of this study is the application of the service quality concept to sports events. Specifically, a model was proposed to examine the relationships among service quality, perceived value, and satisfaction. Self-administered questionnaire surveys were completed by 356 student athletes recruited from the 2013 National Tug of War Competition in Taiwan. The data were analyzed using structural equation modeling with LISREL 8.52. Results of this study indicated that the research model fit the data well. Participants’ overall satisfaction was directly influenced primarily by perception of event value, followed by staff service quality and interaction service quality; finally, the perceived event value served as a mediator, and significant indirect effects on participants’ satisfaction were found in administrative service quality and facility service quality. The study established a model including service quality, value, and satisfaction for tug of war competitions. Suggestions for sports organizers and implications for future studies are provided. Keywords: Service Quality; Perceived Event Value, Satisfaction, Tug of War Competitions To cite this document: De-Jen Lee, Li-Wen Hsieh, and Eva (Hui-Ping) Cheng, Relationships among Service Quality, Value, and Student Athlete Satisfaction at Taiwan’s National Tug of War Competition, Contemporary Management Research, Vol.12, No.3, pp. 275-288, 2016. Permanent link to this document: http://dx.doi.org/10.7903/cmr.15852

Launching off but Falling Fast: Experiences of Becoming More Physically Active in Response to the Vancouver 2010 Olympic Winter Games

Using a qualitative approach, we sought insights into the nature of the relationship between a megasport event and increased activity levels in a sample of young adults living within a host nation. To achieve this purpose, we conducted semistructured interviews with current (and recently graduated) university students living in Canada who indicated becoming more active as a result of the Vancouver 2010 Olympic Winter Games. Through our thematic analysis, we identified three interrelated and overarching themes: connecting through engaged viewership; harnessing the connection; and launching off but falling fast. Connecting through engaged viewership refers to personal and meaningful connections participants made with the Olympic athletes they watched. The act of watching elite athletes compete appeared to inspire participants to make positive activity-related changes in their own lives. Harnessing the connection refers to supportive social and built environments, as well as access to particular resources that enabled participants to act on their inspired state. Launching off but falling fast refers to the intense, but fleeting, nature of changes to participants' activity levels. We conclude the article by discussing the significance of our findings in terms of research and practice.

Engaging Volunteers From Regional Communities: Non-Host City Resident Perceptions Towards a Mega-Event and the Opportunity to Volunteer

Sport events can be leveraged by a number of different stakeholders. The current research positions a mega-event as a leverageable asset within a regional community outside of the host city. Specifically, this study investigated regional community (i.e., Townsville) resident perceptions of a mega-event (i.e., 2018 Commonwealth Games) to be hosted elsewhere in the state (i.e., The Gold Coast). Nonhost city resident perceptions towards the event and towards the potential of volunteering at the event were explored 4 years before the event. Data were collected through interviews and focus groups within the non-host city. The results revealed an existent rivalry between the host and non-host community, and a perceived lack of benefit to the non-host region. Further, non-host city resident perceptions towards volunteering at the event included: travel constraints, lack of awareness, volunteer packages, national pride, once in a lifetime experience, and meeting new people from overseas. The results provide implications for managers and government funders of mega-sport events to provide benefits to regional communities. Further, the results provide implications for volunteer managers at mega-sport events to engage members from regional communities through volunteering.

Erratum to: Does being an Olympic city help improve recreational resources? Examining the quality of physical activity resources in a low-income neighborhood of Rio de Janeiro.

To assess the quality of public physical activity resources (PARs) in a low socio-economic community in the Olympic city of Rio de Janeiro. The Physical Activity Resource Assessment (PARA) instrument was used to assess all 29 public PARs located in this community. A quality indicator (QI) was developed based on PARA results. The average QI of the areas assessed was 1.3 ± 6.40 and the median 1 point, a considerably low score if compared to scores of public PARs across the city (13.6 ± 4.91 and 13 points). The urban regeneration necessary for hosting mega-sport events is frequently promoted as an opportunity to enhance PARs and therefore to improve health through physical activity (PA) participation. Findings indicate that the high number of elements that can discourage the use of these spaces may help explain the low level of PA during leisure time that has been previously reported of residents of the same neighborhood. Whether using the Olympic Games as catalyst or not, policies designed to encourage PA should focus also on the built environment.

An approach to improve service trade account of Korea

Purpose The purpose of this paper is to quantitatively confirm whether hosting the Winter Olympic Games can improve tourism balance or increase the number of inbound tourists, and to discuss how Korea could maximize this opportunity. It also attempts to identify other critical variables for improving tourism balances and further suggests that the certain characteristics of participating nation’s patterns of medal wins at the Games should be better understood to contribute to attracting more tourists. Design/methodology/approach For the quantitative analyses of the relationship between tourism balance and the Games, Newey-West Hac estimation is used to correct autoregression for seven host countries of the Winter Olympic Games in last 24 years. For the analyses of characteristics of specialization in medal wins, conventional revealed comparative advantage model is used and tobit estimation method is applied. Findings This research confirms the role of hosting the Winter Games in improving tourism balance and increasing the number of inbound tourists. The findings from analyses on country specialization in sports largely coincide with the existing literature, however, in addition to confirming the well-established significance of key variables determining country performance like population and GDP, this study also discloses the role of other variables like team size and population density. Originality/value Major contributions of this paper are two-fold: it analyzes the Winter Olympic Games which was rarely tackled; and relates hosting the mega-sport events with the service trade account. As the host country of the 2018 Winter Olympic Games, the Republic of Korea has great potential to overcome that chronic deficit by attracting more inbound tourists. This study indicates how country characteristics of specialization can be used to enhance effectiveness of promotion strategy to attract a large number of foreign tourists to the PyeongChang Winter Games and consequently improve tourism balance.

International mega-sports events in Nanjing: China’s frugal games

AbstractWhile Chinese cities were keen to extravagantly celebrate international mega-sports events before Xi Jinping took office in late 2012, they have been required to hold them on a frugal basis since then. This article reviews how Nanjing, the capital city of Jiangsu province, turned the 2013 Asian Youth Games and the 2014 Summer Youth Olympics into ‘frugal’ events, and whether the events were still able to boost China’s international profile. It concludes that Chinese hosting cities will have to constantly carry out various cost-saving policies to ensure that the overall spending on any mega-sports event during the Xi era is under budget and is less than the costs of similar preceding events, as frugality may benefit China on the global stage.

The Aspire Zone in Doha: A post-occupancy evaluation of the long-term legacies of the 2006 Asian Games

The rapid diffusion of themed-sport areas as legacies of mega-sporting events is a phenomenon gaining growing attention worldwide. An example of this is offered by the city of Doha. On the occasion of the 2006 Asian Games, the capital of Qatar faced some important urban transformations. The main legacy left after staging the event is the implementation of the Aspire Zone, Doha’s Sports City. Is this legacy beneficial in the long-term? What value is added to the city and its inhabitants? Moreover, what is the role of sports events in urban regeneration and their link with urban renewal processes? This study attempts to provide insight into the potential offered by themed-sport areas as legacies of mega-events. It aims to evaluate the rationale for the realisation of sports-dedicated zones, analysing their impact from a physical and social perspective. Specifically, the research offers an investigation into the long-term effect of the Aspire Zone, Doha Sports City, by conducting a post-occupancy evaluation. Conclusions show that there is potential to realise sports-oriented areas that are fully integrated into cities, but the design of a comprehensive and long-term plan is needed. Moreover, providing a sports city with a variety of different activities and functions will contribute to attracting different types of users and will avoid occasional use.

The Spirit Lives on: The Legacy of Volunteering at the Sydney 2000 Olympic Games

This study examines the volunteer legacy of a mega-sport event. An online, qualitative, open-ended questionnaire (n = 15) and in-depth interviews (n = 10) were administered to and conducted with Sydney 2000 Olympic volunteers to ascertain the legacies that exist at least 10 years after the completion of the event. The results show that the legacy of the Olympic volunteer experience includes the starting and/or rekindling of a volunteer career, the development of a unique set of skills and abilities, and nostalgia for the atmosphere of the Games with a special emphasis on the ideals of Olympism. The legacy has been perpetuated via formation of a group of volunteers soon after the Games as well as through the use of memorabilia along with sharing stories and expertise on the volunteer experience. The findings provide valuable insights for those seeking to recruit and retain volunteers as well as those who are concerned with developing event legacy strategies to leverage volunteer efforts.

Interwoven Statesmanship and Sports Fandom

Social identification–based theories (fan identification and nationalism) were used to delineate whether degrees of sports fandom and/or national identity are significant predictors for television consumption of the 2014 Fédération Internationale de Football Association World Cup. A national survey of 490 respondents was conducted at three different time periods (10 weeks before the start of the World Cup, the start of the World Cup, and immediately following Team USA’s first World Cup match) to determine whether planned media consumption of the World Cup shifted based on levels of fan identification and nationalized qualities. Using structural equation modeling, increased nationalized qualities across two of the factors (nationalism and internationalism) increased World Cup fan identification, resulting in predicting higher planned television consumption of this international megasporting event. Nationalized identity alone had no significant result on predicting television consumption of international sport. Ramifications for theory, as well as conclusions related to deciphering the complex formulation of national identity and sports fandom, are offered.

Two Tales of China’s Sport Diplomacy: Post-Handover Hong Kong and Macau Special Administrative Regions Compared

The resumption of China’s sovereignty over Hong Kong and Macau did not put an end to the territories’ historic international connections. As special administrative regions (SARs), they have remained active and visible in different global sporting arenas, except for one remarkable aspect – their niche in China’s multilateral sport diplomacy. Whereas Macau has been leveraged by the Chinese authorities to fortify ties with the Lusophone world, best exemplified in the Lusophony Games inaugurated in 2006, which the former Portuguese colony has participated in at every opportunity, Hong Kong has severed its ties with the Commonwealth Games entirely since handover and, driven by a desire to brand itself a global city hosting mega-sporting events, has attended only regional and global games of largely ‘depoliticized’ natures. This paper traces and explains the divergent development in view of China’s foreign policy and the political dynamics between Beijing and the two SARs, and argues that it was Beijing’s relations with the colonial powers and its foreign policy agendas that resulted in the different post-handover global sporting paths. The findings suggest the inextricably political nature of sporting games and reveal how inter-state diplomacy comes to shape the sporting development of cities like the two SARs.

From Integration with China to Engagement with the World: International Mega-Sports Events in Post-Handover Macau

Within a few years after its retrocession to China, Macau successively completed the celebrations of an East Asian Games, a Lusophone Games and an Asian Indoor Games. This article intends to understand the reason why the city chose to become a zealous host of sporting mega-events. Through scrutinizing journalist reports, official almanacs and academic works, the findings revealed that the East Asian Games enabled Macau to accept the norms of China and follow its trend, whereas the Lusophone Games and the Asian Indoor Games facilitated the city to respectively enhance its influence in the international Portuguese-speaking community and realize its goal of joining the International Olympic Committee. The zealousness thus was confirmed as a strategy with the aim of promoting both post-handover Macau’s integration with China and its engagement with the world.

How Can We Help? The Role of the Local Church and Other Religious Organizations When the Games Come to Town

Examining how faith-based organizations engage with local communities during mega-sporting events offer unique opportunities for positive social initiatives different from ordinary outreach. Our investigation of the 2012 London Olympic Games reveals how, consistent with ecumenical aims, this mega-sporting event provided outreach opportunities for local religious and para-church organizations to meet their community's needs through relational meetings, consistent with the virtue of hospitality. Our findings detail that while mega-sporting events are fraught with moral and social issues, often disrupting the infrastructure of the host city had the event not happened, these outreach efforts also would not have occurred. Our findings and discussion reveal how faith-based organizations can provide communities with vital resources and positive social support through relational meetings before, during, and after the Games come to town.