Images and trust are both multi-dimensional constructs. They influence an individual`s perception of an object. Considering the failed referenda in Germany to bid for Olympic Games, this study`s purpose was to analyse the impact of perceived trust in the IOC as well as the IOC`s image in Germany on how the Olympics are perceived. By means of a standardized, self administered questionnaire, German citizens were asked to indicate their level of trust in the IOC and their image of IOC (n=407). Regression analyses revealed that trust in the IOC and a positive image of the IOC significantly and positively impacted on favourable perceptions of the Olympic Games. If the IOC manages to arouse positive stimuli in residents` minds, they are more likely to believe that the Olympics will generate benefits, which in turn is likely to result in a higher level of support. Practical implications for the IOC and the Olympic organising committees include the idea of getting residents involved in the planning process from the earliest stage onwards.
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