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In preparation for Olympic bids, city officials and event managers often cite event “legacies” and argue that such benefits may be realized for decades. Meanwhile, public support is extremely important when moving forward with a bid; legacy has therefore become a prominent feature in bid committee rhetoric and in the management of event bidding, and how the notion of legacy is managed in the media by bid proponents will be key to a successful bid. This paper explores how legacy was framed in the newspaper media during the Olympic bid in Vancouver, where city officials, local politicians, and members of the bid committee focused their pro-bid arguments around infrastructure, economic, and social legacies. Results show how these legacies entered the bid discourse at various points in the domestic and international bid competitions, as supporters moved away from discussions of new infrastructure development and economic impacts toward intangible event benefits.
Stacy-Lynn Sant and Daniel S. Mason are with the Faculty of Physical Education & Recreation, University of Alberta, Edmonton, Alberta, Canada. Address author correspondence to Daniel Mason at firstname.lastname@example.org