From Legacy Rhetoric to Business Benefits: A Case Study of the Gold Coast 2018 Commonwealth Games

Abstract

Bids for large-scale sporting events and the accompanying political rhetoric typically include promises of economic development and gains for host business communities over the short and long term. Although conceptual models for economic leverage of large-scale sport events have been developed, our knowledge of the practical experiences of private enterprise converting opportunities presented by large-scale sport events is limited. In this article, the authors address this gap through a case study of the Gold Coast 2018 Commonwealth Games. The article investigates the opportunities and challenges perceived by private enterprises across the host city and explores the implementation of existing strategies to leverage benefits for business. Although participants identify the general benefits of hosting the event, they struggle to conceptualize benefits in relation to their own business settings. This suggests a disconnect between the legacy rhetoric of large-scale sporting events and the conversion of these opportunities into outcomes by private enterprises in the host city. Against this background, the article outlines a range of practical implications for private enterprise and key areas for future research.