The Influence of Cultural and Sport Mega-events on Sustainable Development of the City

The development of strategy of the sustainable growth of Russian regions caused special attention to the image of Russian cities. The last decade the role of the sports capital of Russia plays a capital of the Republic of Tatarstan, city with great cultural heritage - Kazan. Leading cultural themes to Kazan became the “1000th anniversary of Kazan” (2005), “2013 Summer Universiade”, “2018 FIFA World Cup”. Effective positioning of the image of Kazan, the formation of its brand and improvement of the reputation increases its competitiveness in Russia and worldwide attraction for tourists, businessmen and investors, raises the prestige of school, work and life in the region. Conducted researches have confirmed the influence of cultural and sports mega-events on the improvement of the quality of life in the region. All of this strengthens the sustainable development of Kazan and Republic of Tatarstan.