Conducting the mega events turns out to be highly beneficial and productive in many ways for the host country. Not only this that mega sports events serve as a healthy activity in respect of promoting the talents under a competitive environment (Coalter, 2005:5). but also these events also turn out to be beneficial ones for the commercial activities of the area hosting the event (Dolles & Söderman, 2005:22). Moreover, mega sports events also support the projection and popularity of the cultural traits and social norms of the host state all over the world (Dolles & Söderman, 2005).
The people belonging to diverse nations, states and communities watch their favourite teams playing on television as well as by personally visiting the place where the event has been arranged (Lumpkin, 2008:34). By taking the example of 2012 Summer Olympics organised in London, it becomes evident that nearly 4 billion spectators watched the grand inaugural ceremony on television, in which over ten thousand athletes from over 200 countries were participating (Kuba, 2014). Furthermore, almost 20 million people were estimated to visit London, which led to the generation of over $14 billion in the wake of conducting the 2012 Summer Olympics (Kuba, 2014). Moreover, it is also estimated that the British economy also witnessed the increase of £9.9bn boost in the areas of trade and investment out of hosting the 2012 London Olympic and Paralympic Games (BBC, 2013). Similarly, the country observed an additional investment of £2.5 billion, nearly three fifth of which was made from the cities other than London. Moreover, the country also observed the additional sales of multiple products, predominantly of sports-related items, worth £5.9 billion through the Foreign Office and UKTI (BBC, 2013).