Event leveraging of mega sport events: a SWOT analysis approach

Purpose – The purpose of this paper is to identify the strengths, weaknesses, opportunities and threats (SWOT) that a host city can experience to utilize these for future strategy planning and event leveraging. Design/methodology/approach – Five phone interviews were conducted with administrators of the Athens Olympic Games. Respondents were asked four questions relating to the SWOT of hosting the Olympic Games. Responses collected were transcribed and analyzed using a content analysis. Findings – Findings suggest that the strengths lie in having certain infrastructures in place, volunteers, a strong economy and good political standing. Weaknesses stem from a lack of infrastructure, the size of the country, uncertain political and economic stability. Opportunities included the growth of the tourism industry, business developments, increase in the quality of life, the use of legacies post‐event, and the improvement and development of infrastructures. Threats included the cost of the event, pollution, relying on the event to rejuvenate the economy and the displacement of residents. Originality/value – The SWOT analysis conducted in this paper laid the foundation for strategic planning for future host cities' organizers while taking into consideration the weaknesses and problems that have been experienced by the organization of former Olympic Games host cities. Moreover, the SWOT analysis conducted in this paper goes one step further by incorporating Chalip's leveraging model in order to identify what strengths and weaknesses need to be addressed in order for a host city to leverage the opportunities and threats of hosting a sport event.