Partner Selection in Cohosting Mega-Sport Events: Identifying and Testing Relevant Attributes

Amid growing public skepticism toward hosting mega-sports events, this study investigates whichattributes influence the perceived fit of cohosting partnerships. Using a choice-based conjoint analysis,this work tests key factors that shape perceptions of cohosting partnerships. Based on survey datafrom 419 participants, the findings reveal that the political relations between cohosting countries arethe most influential determinant of perceived partner fit, with particularly negative effects observedin scenarios involving strained political ties. Additionally, sports venues, event hosting experience,and geographical proximity also have an impact on the perceived partner fit, while a latent classanalysis further uncovers preference heterogeneity among population subgroups and attributes. Thisstudy contributes to the literature on strategic alliances in sports event management and providesvaluable implications for event stakeholders. By aligning cohosting strategies more closely withresidents’ preferences, decision-makers can enhance legitimacy of, and public support for, megasportsevents.