ABSTRACT
In today’s globalized world, there is growing interurban competition over international flows of capital and visitors. In order to produce an image of a city that can compete for these resources on the international market, publicity strategies of “branding” the urban space gain importance (Mascarenhas, 2012). Hosting international mega sports events has recently been adapted as a branding strategy by cities in the Global South. Over the last decade, all the BRIC countries have invested enormous financial resources and political prestige in hosting mega sports events; such as the 2008 Beijing Olympics, Brazils ‘double’ approach of the 2014 FIFA World Cup and 2016 Olympic Games, followed by Russia’s 2014 Winter Olympics and 2018 FIFA World Cup. These events place the host city and country in the world’s spotlight and represent opportunities for increased trade, investments and economic growth.
