IMAGE TRANSFER OF INTERNATIONAL SPORTING EVENTS TO HOST CITIES – OPPORTUNITIES AND LIMITS FOR BAKU

Abstract

International sporting events such as the Summer or Winter Olympic Games as well as World Championships such as the FIFA World Cup are subject to the increasingly intensified globalization process. Moreover, they are often considered to be an important economic, social and cultural phenomenon, particularly for host countries and cities. In this regard, international sporting events may help to shape the image of host destinations while taking into account its individual characteristics [3].
 At the same time, geo-branding is a topical area of modern community marketing management strategies and increasingly important for developing countries.
 In fact, the image transfer of the sports events is often based on differences in a positive or negative effect from the use of athletes, sports teams, sports events, and sometimes sports infrastructure for the formation of long-term interest to the host city, for the formation and improvement of reputation and image. The held mega sports events, as a rule, does not form a full-fledged brand of the city, but only lays the foundations in the form of interest.