The Impact of a Sports Mega-Event on the International Image of a Country: the Case of Poland Hosting UEFA Euro 2012
The Impact of a Sports Mega-Event on the International Image of a Country: the Case of Poland Hosting UEFA Euro 2012

Summary/Abstract: The article examines the efficacy of the efforts to promote a country through its hosting of a sports mega-event. It presents a preliminary analysis of the impact that Poland’s hosting of UEFA Euro 2012 had on the perception of Poland in the eyes of the foreign press. The results show that in spite of the underdeveloped branding strategy and several promotional mishaps at the beginning of the tournament, Poland has benefited considerably from organizing the event. A content analysis of press reports gathered around the world by Polish embassies proves that the direct experience of the visitors of the event, especially the journalists accredited at the championship, may have contributed to changing the stereotypical image of Poland as a country of traditionalistic, fervently Catholic farmers into an image of Poland as a quickly developing, aspiring and modern European country.

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