Purpose – Little research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity. Design/methodology/approach...

Purpose – The purpose of this paper is to investigate the extent that marketers are using place-based images to promote their brands within the host city of the Olympic Games. It is thought that non-sponsors may use place imagery as an alternate way to affiliate with the event or sponsors may...