ABSTRACT
International mega-sport events such as the Olympic Games are thought to have positive social and economic impacts on host regions, as well as attract global television audiences and corporate sponsorships. Mass media conglomerates are also key stakeholders in the delivery of the Olympic Games. This chapter examines behavioural responses of particular interest to Olympic stakeholders. Public sector investment in hosting the Olympic Games is often justified in terms of 'trickle-down effects'. Watching televised sport events is one of the most popular forms of leisure among North American adults. The commitment of public money to host the Olympics is often justified by the assumption that such an event will improve the local economy via increased tourism. For many corporations, the ultimate goal of sponsoring the Olympic Games is to increase sales. Many elected officials believe that staging the Olympics can improve social cohesion/capital among host residents via increased volunteer opportunities.
