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John Nadeau, Norm O’Reilly, Erdinc Cakmak, Louise Heslop and Sonja Verwey

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.

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Anahit Armenakyan, Norm O’Reilly, Louise Heslop, John Nadeau and Irene R. R. Lu

The hosting of a mega–sport event (MSE) has a number of implications for a host country, some positive and some negative. This research explores the influence of the on-field performance of the host country’s national team (NT), in this case for the Olympic Games, on the decision to bid for and potentially host such an MSE. Previous studies have normally focused on residents and international tourists who attend the event, thereby not considering the views of (i) nonresident communities of the host country and (ii) international and domestic spectators. This research responds by investigating the impact of individual associations with the (Olympic) NT through examining the expectations for and perceived performance of the NT on behavioral attitudes of domestic (Canadian) and foreign (American) residents toward the NT itself, the MSE, and the host country, around the 2010 Winter Vancouver Olympic Games.