Olympic Games-Related Values and Host Country Residents’ Pre-event Evaluations in the Run-Up to the 2016 Olympic Games

The goal of this study is to examine the relationship between perceived values in relation to the Olympic Games and individuals’ attitudes toward, and intended support of hosting the Olympic Games in their home country, depending on the levels of perceived corruption within the International Olympic Committee (IOC). A representative sample from Brazil (n = 1,145) was surveyed in 2015 and gave their pre-event evaluations of hosting the Olympic Games in Rio de Janeiro. The results showed that the value dimension ‘achievement in competition’ (a self-centered value dimension) reduced favorable evaluations, particularly when the IOC was perceived as corrupt. In contrast, ‘appreciation of diversity’ and ‘friendly relations with others’ (two other-centered value dimensions) increased favorable evaluations, independent of the levels of perceived corruption of the IOC. Therefore, perceived corruption within the IOC is an important moderator of the relationship between ‘achievement in competition’ and individuals’ attitudes toward the Olympic Games and their intended support. The findings of the study have important implications for the Olympic Movement and Olympic education programs. It is recommended that stakeholders promote other-centered value perceptions and de-emphasize self-centered value perceptions, as well as lower people’s perception of the IOC as a corrupt institution.