ABSTRACT
In recent decades the Olympic Games have become mega sports events watched by millions around the world and certainly the 2008 Beijing Olympics followed within that tradition. However, under the auspices of the International Olympic Committee (IOC) there are also held a wide range of regional sporting events around the world. In December 2009 Hong Kong hosted what for that city was the largest multi-sport event it had ever hosted, the East Asian Games (EAG). Over-shadowed initially by the excitement surrounding the Beijing Olympics – and the equestrian events held in Hong Kong – the previous year, the EAG had not provoked much interest amongst Hongkongers until quite close to the start of the competitions. Indeed, one survey conducted in January 2009, less than 12 months before the start of the event, found that 35% of those interviewed could not even identify Hong Kong as the host.1
Nonetheless, the Hong Kong Sports Federation and Olympic Committee (the equivalent of a National Olympic Committee) and the Hong Kong government did attach great importance to this event.
