Mega events’ ‘catalytic’ role in generating a new positive image for the host city and nation has been largely appreciated by theorists and researchers over the years. Extensive exposure through broadcasting, organizers’ image and identity tools and governmental promotion strategies create a valuable image for the host city. Increased bidding effort is an indicator of appreciating this mega events’ capability to reach passionate audiences worldwide and thus, formulate incomparable icons for localities. The study challenges this catalytic events’ ability, realizing that sport events have entered an new era of reconsideration in terms of magnitude, financing, local participation, global politics and post-event legacy in order to reach sustainable outcomes for the host city and nation. Whether this branding activity goes through central and local government positions, urban restructuring or marketing tools becomes the main focus of the study. Through in-depth analysis of different theoretical stances and city cases, the study explores the varied governance strategies, stakeholders expressed interests, local government concerns and international players influence that make the process of city branding through sport events a complex and demanding realization.