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.
