Cities, regions, and countries are making increasing use of special sport events in their economic and social development mix. Governments and event organizers often justify special sport events on the grounds that such events can build social capital, attract visitors, foster trade, enhance the host destination’s brand, and serve as catalysts for the development of new infrastructure. As a result of the proliferation of special sport events, there is an increasing need to determine the means via which events do (and do not) contribute to their stated social and economic development objectives. Consequently, it is vital to understand the unique challenges of managing and marketing special sport events.
Dwyer is with the School of Marketing, Australian School of Business, University of New South Wales, Sydney 2052, Australia. Fredline is with the Department of Tourism, Leisure, Hotel, and Sport Management, Griffith University, Gold Coast 4222, Australia.