The brand was of great importance already in ancient times as an indicator of the quality and origin of goods. Its role has remained equally important over time, and today it has the primary role of influencing consumer behavior and therefore is a significant contribution to a company’s business. The big sports competition brings together the best athletes in the world and a large number of fans in one place during the event. The paper presents the positive and negative aspects of organizing major sporting events. The organizations of the World Cup and the Olympic Games require large investments in sports, but also the accompanying infrastructure needed to hold the competition. In addition to the construction of sports infrastructure, due to the events, the traffic infrastructure is being developed, accommodation capacities and health institutions are being renovated, from which the local population has enjoyed long-term benefits. Grand Slam tournaments, Tour de France and Super Bowl competitions are held every year and represent an important part of the brands of their countries that contribute to the popularity of their countries, and the structure of their revenues is presented in the paper. The paper aims to show the connection between organizing major sporting events by creating a national brand through tourism promotion, increasing economic activity, and employment in the domestic economy as a direct consequence of organizing sporting events. The organization of a major sports competition gives the state global media attention, which if used correctly can change the public's perception of them and portray the country as a desirable destination for business and leisure. The cost-effectiveness of the organization also depends on the planned construction of sports facilities that need to be built with the aim of continuing to use them after sporting events, thus providing better conditions for training and competing of local athletes and children.