Towards hosting multi-country sport mega-events: the case of the bidding process of the 2030 FIFA Men’s World Cup

Research Question: This study examines the antecedents and factors shaping resident support for the 2030 FIFA Men’s World Cup bid. The analysis focuses on potential changes in a cross-cultural environment, specifically examining citizen support for a joint bid involving two culturally similar countries (Spain and Portugal) alongside a culturally dissimilar one (Ukraine). Research Methods: Using a sample of 969 residents from the bid countries Spain and Portugal, a structural equation modelling and a multigroup analysis were used to examine differences between hypothesised paths across the two countries. Results and Findings: The results indicate that Iberian residents have no strong sense of connection to support Ukraine in this bidding process. Understanding such support for an event bid involves more than merely participating in the bidding process; it is important to enhance resident trust levels, maximise social advantages, and minimise potential risks at every stage. Implications: In an era when mega sporting events are characterised by a propensity towards establishing collaborative networks across multiple host countries to organise and facilitate large-scale sporting events, this study draws upon the theories of social exchange and community attachment to provide empirical insights into the factors that need to be improved as well as the relationships that need to be strengthened in order to gain support from co-bidding residents.