Purpose Sport mega-events have received much criticism of late. However, there has been increasing awareness of the brand-related benefits from hosting a sport mega-event, with their hosting being a deliberate policy for many nations, most notably among emerging nations. One such nation is South...

Purpose – This paper aims to indicate a shift in focus from legacy to the leveraging of event impacts, and previous papers have indicated a growing awareness of the brand-related legacies associated with sport mega-events for a host nation. However, none have explored this in relation to the...