EVALUATING THE POTENTIAL OF SPORTS EVENTS AS TOOLS OF PROMOTION FOR CITIES AND REGIONS ON AN INTERNATIONAL SCALE

One of the objectives of sports events is to achieve a promotional effect in the host city and to strengthen its international image. Some cities or regions organise sports events regularly, whereas others do it occasionally. Both the former and the latter strategy of using sports for the image-creating purposes has its pros and cons. This article focuses on the potential benefits related to the promotion of a place through sport. A typology of sports events based on own elaboration was used for this purpose.