Purpose Using Beijing’s bid for the 2022 Winter Olympic Games as an example, the purpose of this paper is to explore the expected social impact of mega-sporting events, as perceived by non-host city residents, and the way in which this perception affects attitudes toward bidding....

Introduction: The current situation and outlook for sports markets -- Sports marketing, from humble beginnings to maturity -- Watching a game or experiencing it : theoretical foundations and practical cases of the fan experience -- CSR and sports event organisers : state of play, controversies...