Co-branding theory suggests that pairing an event with a destination will engender some transfer of image between the event and destination brands. The match-up hypothesis predicts that the direction and intensity of image transfer will depend on the quality of fit between event and destination...

Based on the work of Parent (2008) on mega sports events, this paper explores the relationships among events stakeholders in Olympic Games host/bid city marketing. It outlines research questions, identifies a theoretical framework to better understand Olympic city marketing, presents four essays...

Purpose: The purpose of this paper is to identify the strategic leveraging goals associated with a portfolio of small-scale events and to analyze their implementation process (actors/tactics: who did what?) in order to propose new leverage typologies through new empirical research evidence....

Purpose: The purpose of this paper is to present and use an event leveraging framework (ELF) to examine processes and challenges when seeking to leverage a sport event to build sport participation. Design/methodology/approach: The study used an action research approach for which the researchers...

This study uses a case study of the Victorian Football League's expansion into Brisbane to examine the interorganisational power between an independent federated network and those organisations seeking to join the federation. Data were obtained through interviews with participants in the...

Professional sport teams receive support from their host cities in the form of public subsidies, financial incentives, and public services. Public support derives from the expectation that a team will render economic and social benefits to the community. Claims of economic benefits associated...