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<p>The organization of mega-events increasingly relies on complex, multi-level governance frameworks that extend well beyond the boundaries of a single host city. This evolution, driven by sustainability and cost concerns, creates both new opportunities and persistent challenges for regions seeking to leverage global events to enhance their international image. The Paris 2024 Olympics exemplify this shift, with most competitions and investments distributed across the wider Paris Region and requiring multi-level governance among a diverse array of territorial stakeholders. This article examines the challenges encountered by Choose Paris Region, the agency mandated to coordinate regional place branding, as it attempted to leverage the Games within a fragmented, multi-level governance system. Drawing on qualitative data from interviews, participant observation, and documentary analysis, the study shows that persistent institutional fragmentation, sectoral asymmetries, and divergent territorial strategies constrained collective action and limited the potential of the event. The findings highlight the limits of “thin” meta-organization, the predominance of informative over collaborative governance, and the difficulty of aligning short-term event opportunities with long-term regional narrative construction. The article offers insight into the structural and strategic challenges regions face when attempting to use mega-events to reposition their image in fragmented governance contexts.</p>

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Governance challenges in leveraging Olympic Games for region branding

  • 期刊论文

  • 发表日期：

    2026年2月3日

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  • Etienne Doré-Lesachey

摘要

The organization of mega-events increasingly relies on complex, multi-level governance frameworks that extend well beyond the boundaries of a single host city. This evolution, driven by sustainability and cost concerns, creates both new opportunities and persistent challenges for regions seeking to leverage global events to enhance their international image. The Paris 2024 Olympics exemplify this shift, with most competitions and investments distributed across the wider Paris Region and requiring multi-level governance among a diverse array of territorial stakeholders. This article examines the challenges encountered by Choose Paris Region, the agency mandated to coordinate regional place branding, as it attempted to leverage the Games within a fragmented, multi-level governance system. Drawing on qualitative data from interviews, participant observation, and documentary analysis, the study shows that persistent institutional fragmentation, sectoral asymmetries, and divergent territorial strategies constrained collective action and limited the potential of the event. The findings highlight the limits of “thin” meta-organization, the predominance of informative over collaborative governance, and the difficulty of aligning short-term event opportunities with long-term regional narrative construction. The article offers insight into the structural and strategic challenges regions face when attempting to use mega-events to reposition their image in fragmented governance contexts.