• Login
  • Register
  • Search

Sports Mega-Events and City Branding: A Comparative Case Analysis Between Beijing and Sydney

Zhanli Peng, Hongzhi Tong


This paper compares how Beijing and Sydney used the Olympics to promote their city's image and values to targeted audiences. It addresses three research questions and introduces a six-step methodology for conducting comparative case analysis. The study finds that both cities successfully used the Olympics to communicate their intended image and values to target audiences. The paper also highlights that hosting major sporting events like the Olympics may help cities establish their identities, promote their images to the globe, and encourage long-term sustainability. The study offers valuable lessons for other cities on how to effectively use the Olympics as a city branding tool and emphasizes the importance of paying attention to tourists' perceptions.


City Branding; Olympic Games; Sports Mega-Events; City Image Development

Full Text:


Included Database


Anholt S. (2007). What is competitive identity? in Competitive identity (pp. 1-23). Palgrave Macmillan, London.

Anholt S. (2007). Nation-brands and the value of provenance. In Destination branding (pp. 41-54). Routledge.

Baade RA., & Matheson V. (2002). Bidding for the Olympics: Fool’s gold. Transatlantic sport: The comparative economics of North American and European sports, 54(2), 127.

Barker C. (1999). Television, globalization and cultural identities (pp. 84-93). Buckingham: Open University Press.

DOI: http://dx.doi.org/10.18686/fm.v8i4.4654