ABSTRACT
The Olympic Games is the biggest mega sport event in the world. It provides a unique stage for the host nation to present itself in the spotlight of the world’s attention. With its commercialisation and development since the 1984 Los Angeles Olympics, the Olympic Games can have a significant economic impact on the host nation. Beijing welcomed the Olympic Games to China for the first time in 2008. As a sporting event, Beijing presented the biggest and the best Olympic Games at the time. Meanwhile, the Beijing Olympic marketing programme was also the most successful one at the time, with the sponsors and rights holders making a huge contribution in terms of revenue. As a result, the Games have had a number of economic impacts and left lasting legacies to the city and the nation. This has created an inseparable relationship between the Games and the development of the Chinese economy.
