The Rugby World Cup as a global mega-event

The Rugby World Cup (RWC) as a second-order mega-event is linked to global capital and has evolved to become an international media spectacle that is entrenched in the signalling and place promotions of host nations. Mega-events are considered to be large-scale events that have mass popular appeal, international significance and extensive media coverage, and that have major consequences for the host destinations. Muller contends that the 2011 RWC qualifies as a mega-event in terms of visitors and media rights but not in relation to the associated costs and urban transformation opportunities. Furthermore, the linkage between sport and national identity was to permeate the bid and the overall RWC promotional campaign, 'New Zealand as a stadium of four million'. New developments in the technologies of mass communication, the formation of the sport–media–business alliance and the positioning of mega-events as valuable promotions tools for destinations have contributed to the growth of sport mega-events.