Sport events are often staged by destination marketers for branding purposes, to attract new tourists, and/or to address tourism seasonality issues, among other reasons. But before athletes vie for championships in far-away places often an equally vigorous competition has taken place months or in some cases, years earlier to determine the host cities. Such is the case for mega- events i.e., Olympic Games and FIFA World Cup as well as for second tier events including the International Ski Federation (FIS) Nordic World Ski Championships. One might perceive that cross country skiing involves quietly schussing through pine forests but at the elite level, nordic ski races are highly commercialized, featuring athletes in colorfully-clad skin suits adorned with corporate emblems, and the courses, lined with sponsor signs, finish in a stadium. The event atmosphere is like a rock concert: Large screens broadcast the races while pulsating music blares and fans dance (to keep warm). Food, beverage, and merchandise vendors display their wares for sale or sample. For those seeking sport in pristine wilderness environments, too much commercialism may be disconcerting, leading to shortened stays and negative referrals; conversely too few commercial opportunities linked to nature-based sport tourism may inhibit existing businesses and/or future investments, or lead to an event atmosphere that is blasé.