... on the planning of leveraging initiatives. Tourism Olympic Games Sport Destination marketing Mega-events Event portfolio Sporting events and the goodwill they embody are an important part of today’s society. Not only do they provide entertainment, but they also act as catalysts for economic...

... seek to market in the vicinity of these events without infringing on the rights of official sponsors. Originality/value – While previous research on place, mega-events, the Olympic Games and sponsors has found the images of the three to be related, it is not known to what extent sponsors and non...