Focusing on recent and upcoming mega-events in South Africa, China and Brazil, this paper contrasts and critiques the associated image and identity opportunities and risks, as well as comparative motivations for hosting such events. Accordingly, the paper considers the 2010 World Cup in South Africa, the 2008 Beijing Olympics and the scheduled 2014 World Cup and 2016 Rio de Janeiro Olympics in Brazil. In the context of an increasing number of mega-events being hosted in the BRICS (Brazil, Russia, India and China; South Africa is to join), the paper provides broader continuity and introduces a broader research agenda. [ABSTRACT FROM AUTHOR]