ABSTRACT
The purpose of this chapter is to examine the ways in which sustainability is manifested in social responsibility through the hosting of large-scale sporting events. We utilize a case study of the 2010 Vancouver Winter Olympic and Paralympic Games to demonstrate how sustainable development is being adopted as a means of social responsibility and corporate community involvement in the Games. Two distinct organizations, the Vancouver Olympic Organizing Committee and 2010 Legacies Now, adopted the principles of sustainability in their efforts to stage the Games, and to leverage the event for broader community benefits. The efforts demonstrate how a greater focus on the values associated with socially responsible development is attracting prominent corporations seeking to invest in sustainable development programming.
