ABSTRACT
Sporting mega-events have long ago expanded beyond the border of merely 'sport events' with various cultural events often being held in parallel. Today, events are aimed at promoting humanistic messages that create added value and additional benefits for a range of stakeholders. The idea of a special cultural programme carried out concurrently with sporting competitions was a part of the original vision of the modern Olympic Games as a synthesis of sport, culture and education. The International Olympic Committee (IOC) currently declares the mandatory implementation of the cultural programme in parallel with the competitions, although the IOC do not clearly specify the programme. The number of participating countries has grown gradually, and the absolute maximum was registered at the Olympic Games in Beijing in 2008 - with 75 countries involved in the project. Co-ordination of partners' and colleagues' work was organized only through Internet communication. Discussion and settlement of all issues was performed via email.
