... with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported. Research limitations/implications Future research should examine the relationship among country, destination, mega‐event and sponsor images in other mega‐event...

...Dimitra Papadimitriou; Artemisia Apostolopoulou; Theofanis Dounis Purpose The present research involves corporations that served as Grand National Sponsors of the Athens 2004 Olympic Games and aims to explore whether a strategic approach was employed in the acquisition and management...