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.

Additional Metadata
Keywords Destination image, FIFA World Cup, Place, Sport
Persistent URL dx.doi.org/10.1123/jsm.2016-0048
Journal Journal of Sport Management
Citation
Nadeau, J. (John), Norm, O.R. (O'Reilly), Cakmak, E. (Erdinc), Heslop, L.A, & Verwey, S. (Sonja). (2016). The cameo effect of host country and the transitory mega-event: Patterns of effect on sponsorship evaluation for sport tourists and residents. Journal of Sport Management, 30(6), 656–671. doi:10.1123/jsm.2016-0048