Sport mega-events and nation branding Unique characteristics of the 2010 FIFA World Cup, South Africa

摘要

Purpose - Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South Africa, which explicitly stated its nation branding ambitions through the staging of the 2010 FIFA World Cup. Through this single case, this paper aims to identify the unique characteristics of the sport mega-event that were leveraged for benefits of nation branding.