Theoretical and methodological aspects of the sports and event marketing

Abstract

The article describes the theoretical and methodological aspects of the organization and conduct of major international sports events as large-scale sporting mega-events. During large-scale sporting mega-events, such as Olympic Games, the Universiade, the World Cup, the country shows its level, becomes a financial center and promotes dynamic development of the cities, regions, welfare of the people, formation of culture. In the course of conducting mega-events new conditions, cultural and entertaining places are created for citizens, sports constructions are built, the cities and regions are changed. It analyzes the programmed content of sports and event marketing, which is characterized by specific, unique features, revealing the geographical and national identity of the city and the area where the event is held.