ABSTRACT
Definition of mega sport event is clarified in this chapter. Mega sporting events are often watched by millions of people all over the world, and this chapter discusses the growth of such events in recent years. Among key topics in the chapter are descriptions of persuasive messages used in winning hosting rights for such events and resistance strategies employed by those who do not want mega sporting events. A major topic is the relationship between mass media and mega sporting events and a description of how mega events are communicated to global consumers. A section also describes a mega event using the IAAF World Championship as an example.
