Measuring the Non-Tangible Legacy of Sport Events: The Case of the 2018 FIFA World Cup
The article studies non-tangible legacy of a sports event, in particular it focuses on the official mascot of an event that is regarded as a carrier of cultural and commercial components. The main aim is to pinpoint the significance of the official mascot for fans and to assess the demand for products, showcasing the official mascot, as exemplified by 2018 FIFA World Cup, held in Russia, as well as sales revenues from such products. The study came up with the following results: 1) the fans from different countries tend to spend differently on the souvenirs with official symbols 2) the products, showcasing the event's mascot are most popular 3) the revenues from selling the souvenirs, showcasing Zabivaka the wolf, the official mascot of 2018 FIFA World Cup, totaled over 50m euro. In conclusion, the article suggests recommendations on how to design souvenirs, showing the event's official mascot in order to maximize their cultural and commercial values.