ABSTRACT
Single and multi-sport events of all natures are multiplying, an increasing number of cities and countries want to host such events, and sponsorship is on the rise both in terms of the number of corporations wanting to be involved as well as the dollar amounts associated with sponsoring an event. These statements are especially true for mega sporting events. Such events are traditionally defined as events designated as being a ‘must-see’ event able to attract worldwide publicity; they should have over one million participants (e.g. athletes, volunteers, spectators, television viewers) and capital costs over $500 million (Getz, 2005).
