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Academic literature includes numerous studies on the assessment of the economic impacts of sporting events. Some of these impacts are only temporary and don’t produce a lasting effect on the productive fabric, while others lead to long term developments. Even though residents’ reactions to the long term impacts of these events have been broadly studied, the views expressed by entrepreneurs located in the area of the event remain to be investigated. This article analyses perceptions of entrepreneurs located near the Sierra Nevada Ski and Mountain Resort in Spain relating to their assessment of the long term effects of hosting the 2017 Snowboard and Freestyle Ski World Championship. This paper makes use of a mixed-methods. The qualitative and quantitative analyses reveal a positive assessment of the event’s impact both concerning the promotion of the mountain resort and in terms of its international positioning as a snowboarding and freestyle sports destination.

Entrepreneurs’ perceptions of official sporting events’ capacity to promote their business in the long term