Abstract

City branding and identity are important aspects of understanding the historical, socio-cultural, economic, and political aspects of a locale. This study looks into the impact of large-scale events on the branding of cities. More specifically, it explores the experiences of various cities on how they develop and implement mega events and what it means for their city branding. This study employs a qualitative research approach through data analysis of existing studies and other online resources. This study examines the history of city branding relative to various events, such as sports. Specifically, it discusses the experiences of large-scale city events, the role of stakeholders, cases of cultural events, sports events, the impact of social media, and some of the key challenges related to this. This study concludes by affirming the positive contributions of large-scale events in developing and maintaining city branding and identity. Large-scale events help boost local tourism, contribute to economic growth, strengthen citizens’ sense of identity and belonging, and promotes culture worldwide.