Olympic and Paralympic Games: their legacy in the image and reputation of hosting cities and nations
Place branding and public diplomacy, Vol.22(2), pp.131-134
19/06/2026
1
The Olympic and Paralympic Games (hereforth ‘the Games’) represent a critical milestone in the history of host cities and countries. The global magnetism and emotional appeal of sporting achievements, combined with the unique entertainment experience created by host destinations, make the Games an extraordinary social and cultural phenomenon. While motivations for bidding to host the Games vary widely among candidate cities and national governments pursuing specific political agendas (Boykoff 2022; Grix and Brannagan 2024), Games hosting is often seen as an opportunity to showcase national pride and foster collective identities. The spotlights the Games bring are also used to demonstrate technological and social innovation and involve international audiences in unique local cultural experiences. The hyper-visibility and mediatization of the Games through broadcasting platforms, social media, and sponsorship agreements attract millions of spectators and fans to host cities and countries, eager to engage in immersive on-screen and on-site experiences of place (Kassens-Noor et al. 2019; Kolotouchkina et al. 2021; Rojas Torrijos 2024).
- Olympic and Paralympic Games: their legacy in the image and reputation of hosting cities and nations
- Olga Kolotouchkina - Universidad Complutense de MadridLaura Ripoll Gonzalez - Griffith University
- Place branding and public diplomacy, Vol.22(2), pp.131-134
- Springer Nature
- 4
- 991013398151602368
- © The Author(s), under exclusive licence to Springer Nature Limited 2026.
- Faculty of Business, Law and Arts
- English
- Journal article