Mega‐events and host‐region impacts: determining the true worth of the 1999 Rugby World Cup

Abstract An increasing interest in the impact of sporting mega‐events on host regions has sparked discussion on the most appropriate approaches in determining both benefits and costs. The paper defines the nature of the impact on Wales of the 1999 Rugby World Cup (RWC99), both economic and social, and qualitatively assesses the extent and nature of the impact of RWC99 in a number of areas. It concludes that there were considerable benefits for the region, although many areas of potential benefit were not maximised. This was due in large part to the structure of the bidding process and organisational inadequacies, which in turn led to relatively low spectator spend and mixed press coverage. Copyright © 2001 John Wiley & Sons, Ltd.