Re-activating “feel-good” effects as an intangible hosting vision

Purpose This article connects conceptual discussions of “legacies” and intended “feel-good” effects in the case of the men’s UEFA 2024 European Championship (Euro 2024) that Germany will host. Approach The article draws upon insights from the existing literature, bid documents, and other web sources to explore the re-activation of feel-good effects and social impacts of hosting. Findings Euro 2024 helps us understand how feel-good effects from the standpoint of mega-events offer insight into propositions of collective pride, passion, and joy. Event promoters then can focus on re-activating this notion of feel-good for socio-political effects. This remains crucial because the pre-event discourse which facilitates a celebration and festivity takes up a political and social significance. Practical Implications The article can provide lessons for event stakeholders and organizers on the ideas of “legacies” and “feel-good”. Research Contributions The article contributes with new insight into the persuasive use of promoting social and intangible impacts. It speaks to considerations event organizers are taking to make efforts to socially engage people during the pre-event phase. It launches a number of future considerations that help us think about the intended event experience as destinations seek to deliver events that are more meaningful for locals and visitors.