When millions of viewers watch an international sporting event, they see more than athletes and competition. They also encounter the cities that host these events.
Stadiums, public spaces, architecture and urban landscapes become part of a powerful global narrative.
Major events increasingly serve as tools of urban branding, cultural diplomacy and public-space renewal.
Barcelona after 1992 remains one of the most cited examples, while Paris 2024 integrated historic landmarks and public spaces into the event experience.
Challenges remain, including sustainability, infrastructure costs and post-event facility management.
The lasting value of a sports event depends on whether it creates benefits for residents as well as visibility for the city.
Huan Guan
Contributing Commentator, Europa Post
Editor: Alexander