№100 Russia’s World Cup and Its Legacy
Russia’s World Cup
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Russia’s World Cup and its Legacy – an effective investment in showcasing Russia’s ability to host a global event and change perceptions or a brief window to celebrate the beautiful game? What is the long-term value of hosting the 2018 Championship and can Russia build on its success?

For the moment we are still enjoying the closing credits of a World Cup well managed and well attended. In terms of public relations, it will no doubt be remembered as a successful campaign, ‘Brand Russia Wins the World Cup’ ran the headline in PR Week4 as the tournament drew to a close, citing outstanding preparation across 11 cities, comprehensive transport infrastructure to and within host cities offered at no charge to visiting fans, and a genuine sense of festival every step of the way.