Finanse, Rynki Finansowe, Ubezpieczenia

An important element of the strategy of entering the town or a tourist region in the sphere of the global economy is to create the image of space tailored to the perceived value of its target market. Building a strong position of the city, region or country in the global space requires from the authorities and organizers of sports events, companies in the region but also the entire community to take a series of challenges in order to create the image. Trade fairs, exhibitions showing the achievements of the area, festivals, conferences, cultural and sports events allow professional presentation of the achievements and development priorities of the area. The main goal of the article is to demonstrate, that effective management of the process of preparing a great sport event translates into the development of tourism in the region, during the event and in the years following its completion, creating a long-term benefit for the host. The main thesis of this paper is to demonstrate that participation in sporting events and their organization, as shown in the case study, EURO 2012 in Gdansk, not only led to increased perceived by the environment attractiveness of the area but helps to generate benefits for the participants of the event, the organizers and the public as a whole.