@article{Markushina_Parthenonok_Askerova_Bakhshiev_2022, title={The impact of holding major sports competitions on the brand of the state (on the example of the olympic games in sochi and the world football cup in Russia)}, url={http://tpfk.ru/index.php/TPPC/article/view/180}, abstractNote={<p>Objective of the study was to determine the impact of major sports competitions on the brand of the state on the ex-<br>ample of the Olympic Games in Sochi and the World Cup in Russia.<br>Methods and structure of the study. When writing the article, a comparative analysis of the ratings of state brands,<br>reports of the tourism and investment markets was used, and a case study was conducted based on reports on two major<br>sports competitions in Russia.<br>Results and conclusions. Noting the improvement in the positions of the Russian Federation in the ranking of national<br>brands after major competitions, the article highlights the following factors for promoting the brand of the state: the visit of<br>the first persons of the states during the competitions and the holding of high-level meetings taking into account the con-<br>tinued sanctions regime and very limited visits by most European leaders to Russia), attracting extrabudgetary investments<br>and economic growth, developing a number of infrastructure elements, adapting the tourism sector in accordance with<br>modern international requirements and standards, as well as a significantly increasing tourist flow, and therefore familiarity<br>with national history, culture and traditions. These criteria are universal for analyzing the successful impact of major sports<br>competitions and can be used to analyze the evolution of the brand of any state.</p>}, number={4}, journal={Theory and Practice of Physical Culture}, author={Markushina, N.Yu. and Parthenonok, N.L. and Askerova, E.F. and Bakhshiev, D.Z.}, year={2022}, month={Apr.}, pages={28–31} }