(N)Olympia in Germany? An analysis of the referendum against Munich 2022

In November 2013, local citizens of Munich and the surrounding districts voted in a referendum against a city’s bid for the 2022 Winter Olympic Games. Since this is but one example of such a failed referendum—others being the ones in Poland, Switzerland and Austria—it is astonishing that it seems to become common practice to conduct public polls regarding the bid for a mega sport event. The city of Hamburg, for instance, will be the next German city to hold a referendum on its bid for the 2024 Olympic Games in November 2015. Against this backdrop, we introduce the ‘Arenatheoretical Model’ into mega event research and conduct a qualitative content analysis of the media coverage on the Munich referendum. Three nationwide German newspapers were analysed as the model suggests that this coverage has a profound influence on the public opinion in other parts of the country. The aim was to identify arguments brought forward to explain the outcome of the referendum. Besides a number of other issues, such as concerns regarding event legacy and regional matters, major findings stress the significance of a damaged brand image of international sport organisations and ‘their’ events. Based on these insights, a number of implications can be derived for other cities/nations and sport organisations that depend on a favourable public opinion in their efforts to stage a mega sport event.