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

Abstract

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.