In this paper, the authors address a literature gap with regard to sponsorship outcomes of mega-events and their host countries. This paper is about research that investigates the interrelatedness of three important images—host country, mega-event, and sponsor images—from the perspective of a cameo appearance building on the sponsorship and brand placement literature. It is based on the premise that the host city makes a cameo appearance during a mega-event for sport tourists while the event itself makes a cameo appearance for residents of the host country. The results indicate that mega-events can have a transitory influence, and that cameo effects exist, but that the patterns of relationships are different for sport tourists and residents.
John Nadeau is with the School of Business, Nipissing University, North Bay, ON, Canada. (Nadeau is now at Ohio University, Athens, OH.) Norm O’Reilly is with the Department of Sports Administration, College of Business, Ohio University, Athens, OH. Erdinc Cakmak is with the Academy for Tourism, NHTV Breda University of Applied Sciences, Breda, the Netherlands. Louise Heslop is with the Sprott School of Business, Carleton University, Ottawa, ON, Canada. Sonja Verwey is with the School of Communication, University of Johannesburg, Johannesburg, South Africa.