The recent hosting of Bowl XL in Detroit gave the adjacent Canadian city of Windsor, Ontario, the opportunity to ‘coattail market?the event and reap some obvious benefits. For a modest $250,000 investment, Windsor was billed as the co-host and the local media cooperated by providing very positive coverage of this ‘win win?arrangement. Using Hiller’s (1998) linkage model for analyzing the impact of mega sporting events, the authors use qualitative methods to determine the extent to which the city enjoyed tangible returns as a result of this unique co-hosting arrangement. On-site interviews...Read more
