The research presented in the article is dedicated to the issue of utilizing sports to positively affect a state’s image according to the example of staging sports mega-events. The aim of the research was to analyze if and to what extent hosting sports mega-events allows states to increase their international visibility and familiarity. The analysis was undertaken on the basis of fluctuations in the number of Google searches for the names of the countries that hosted the Olympic Games and FIFA World Cups between 2004 and 2018. Linear econometric models were constructed in order to measure the scale of the influence of hosting respective sports mega-events on the number of searches for respective countries in the Google search engine.

本文中的研究致力于根据体育盛事大型活动的例子，探讨利用体育对国家形象产生积极影响的问题。该研究的目的是分析举办大型体育盛事是否以及在何种程度上可以使各州提高其国际知名度和熟悉度。分析的依据是Google搜索2004年至2018年举办奥运会和FIFA世界杯国家/地区的国家/地区名称的数量。在Google搜索引擎中针对相应国家/地区的搜索次数托管相应的体育盛会。