Staging the Olympic Games: An African Perspective

Mega sporting events crystalize the features of globalisation which are international experiences that are mediated by technology yet rooted in celebrations of national achievements. The recent quest to increase a nation’s soft power has thrown mega sporting events further into the limelight. Today, there is evidence that illustrates that mega sporting events serves as a launch pad for a nation’s branding strategies and an opportunity to reimagine national reputation on a global stage. Additionally, there is strong evidence illustrating the benefits of hosting a mega sporting event long after the event has ended in terms of attracting in tourists, influencing public finances, and creating or upgrading sports infrastructure. This chapter provides empirical evidence drawn from prior host cities and nations of mega sporting events to explicate the possible benefits of staging a mega sporting event like the Olympics could bode for nation branding within the continent of Africa. This is because mega sporting events have altered the notion of sports tourism. This chapter also highlights the linkage between nation branding via sports and its contribution to a nation’s soft power. Finally, this chapter presents the four benefits that staging the Olympics could offer the African host nation(s).