對國際大型運動賽事主辦城市或國家而言，賽事代言人可以是有效的行銷工具，但前提是：代言人的形象必須獲得行銷對象的認同。而行銷對象包含了主辦城市甚至國家的居民。在確定承辦2017年夏季世界大學運動會之後，台北市政府在世大運代言人的選擇上，似乎引起了爭議。而檢視台灣地區關於國際大型運動賽事之研究，似乎少有文獻對賽事代言人的適切性做探討。本文目的在透過回顧相關學術文獻，彰顯此議題的可能實徵研究方向。

For cities or nations hosting international mega-sporting events, event spokespersons can play the role of an efficient marketing tool. However, the precondition is that these spokespersons should be approved by the targeted marketing audience, including the residents of the host city or nation. Taipei City is scheduled to host the 2017 Summer Universiade. However, the city government's spokesperson strategy appears controversial. A review of the studies related to the international mega-sporting events in Taiwan reveals the paucity of literature on the suitability of event spokespersons. This discussion highlights the issue and offers possible directions to researchers for future studies.