ABSTRACT
This chapter considers the role of sport in regeneration initiatives in a broader context, and aspects of the wider development of the creative and cultural industries in a specific local context that have served to reposition Cardiff as an 'events city' in the twenty-first century. Through reference to the cultural theorist Raymond Williams, and with a focus on two international sporting events in particular, the chapter looks at what appears to be a rather unique case – a capital city that is increasingly associated with a neighbouring nation to position and promote international events. Whilst there is a rapidly developing academic literature on event image and destination fit, there has been little recognition or analysis to date of the coupling of EnglandandWales or this emerging configuration of EnglandandCardiff. Evans has capably highlighted the ways in which culture-led regeneration has reshaped a whole host of cities.
