Analyzing residents’ support for events has become popular in sports event research. Based on the social exchange theory and the theory of reasoned action, this study selected the 2018 UCI Road World Championships (N = 2,265) to test a theoretical model of event support. Results indicate that the fit between sports event image and destination image significantly influences residents’ overall attitude and event support. Furthermore, the overall attitude plays a mediating role between perceived fit and event support. Our analyses extend the literature (1) by testing the perceived image fit between an event and a destination and its influence on residents’ attitude and support, (2) by analyzing the image fit of a summer sports event held in a well-known winter destination, (3) by giving an example of a non-mega sports event and (4) by providing recommendations for policymakers to achieve greater support among residents when bidding for and hosting sports events.