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The stakeholder sandwich - a new stakeholder analysis model for events and festivalsThe significance of stakeholders in the festival and events sector is demonstrated in the literature and is a growing area of interest. The application of conventional stakeholder theory to this sector has proved to be problematic and new models developed as alternatives. Since the 1980s a number of matrices and models have been established to identify and categorise stakeholders, but limitations have been exposed in the context of festival and events research. This study set out to explore the use of established stakeholder models for their usefulness and effectiveness in the sector, consider alternative models and to empirically examine a proposed alternative. To do so, a multi-phased qualitative methodology was used. Results indicated that none of the conventional or proposed sector specific models were in common usage by sector professionals but did confirm that Ed Freeman’s founding stakeholder definition of 1984 continues to be valid and hold true. The framework for a new conceptual test model was developed and then refined to produce the Stakeholder Sandwich Model for testing on a live event. This model proved to be effective in identifying and mapping a wide range of stakeholders with flexibility and fluidity, overcoming the limitations of both established conventional models and more recent sector-specific typographies. This model has significant potential for application in the festival and events sector, with implications for both researchers and event practitioners.