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Diplomsko delo predstavlja nove načine, ki se jih poslužujejo mesta, regije in države za lastno promocijo. Zaradi velike konkurence na turističnem trgu je skorajda nujno, da si destinacije omislijo podobo, ki jih jasno loči od konkurentov. Tako je uveljavitev mest, regij in držav kot vrsta blagovne znamke postala v večini primerov že skorajda nujna praksa. Vsekakor pa vedno bolj raste tudi priljubljenost promocije krajev z organizacijo športnih dogodkov. V diplomskem delu so predstavljene možnosti, ki jih športni dogodki predstavljajo za promocijo mesta in na kakšen način se le te lahko izkoristijo. V praktičnem delu diplomskega dela sta podrobneje predstavljena dva mednarodno poznana dogodka v alpskem smučanju: Svetovni pokal v alpskem smučanju - Zlata lisica, ki se tradicionalno vsako leto odvija v mestu Maribor v Sloveniji ter Svetovno prvenstvo v alpskem smučanju 2013, ki je bilo organizirano v Schladmingu v Avstriji. V obeh primerih gre za po obsegu dokaj velika dogodka, organizirana v relativno majhnih mestih. Zanima nas torej, kakšne priložnosti prinašata ta dogodka mestu in na kakšen način jih organizatorji izkoristijo. This diploma seminar presents new ways for self-promotion of cities, regions and countries. Considering tough competition on tourism market, it is almost necessary for certain places to come up with an image that clearly distinguish them from their competitors. Therefore, city and country branding have become almost a necessary tool for promotion. Furthermore, there has also been an increase in popularity of sports events as an instrument for promoting cities and regions. This diploma seminar presents different possibilities and opportunities sports events present for city promotion and in which ways cities can take advantage of those opportunities. The practical part of diploma seminar consists of presentation of two internationally known events in alpine skiing- Golden Fox, that traditionally takes place every year in Maribor and the world championship in alpine skiing 2013, that took place in Schladming, Austria. In both cases we deal with big events organized in rather small cities. What we are interested in, is which opportunities these two events bring to the city and how the cities take advantage of them.

Slovenci se označujemo kot smučarski narod in smo bili eni prvih v tem delu Evrope, ki so uporabljali smuči. Naša zgodovina smučanja je bogata, Maribor pa je zaradi bližine Pohorja s smučanjem že od nekdaj tesno povezan. Tekmovanje za Zlato lisico je poleg pokala Vitranc in smučarskih skokov v Planici največje smučarsko tekmovanje v Sloveniji. Pridobitev tekmovanja za Zlato lisico je mestu prinesla razvoj, ne samo v največje slovensko smučišče, temveč tudi v sodobno evropsko mesto. Tekmovanje za svetovni pokal za ženske, tekmovanje za Zlato lisico je edinstveno tudi v svetovnem merilu, saj gre za najnižji cilj v svetovnem pokalu, tekma pa se pravzaprav odvija v samem mestu, in to jo zagotovo dela edinstveno. Tekmovalke, ki so v 46 letih tekmovanja gostovale v Mariboru, so si mesto zapomnile po prijaznih ljudeh in posebnostih, kot je vinska klet in bogat spremljevalni program tekmovanja. Žal je ena izmed značilnosti tekmovanja za Zlato lisico tudi nenehen boj z vremenom in snegom, kar je zagotovo davek najnižje ležečega cilja. S priljubljenostjo prireditve je rasla tudi priljubljenost smučanja, a vendar v prvih letih ni bilo pravih rezultatov domačih smučark. Skoraj vse do leta 1988, ko je Mateja Svet postala Zlata lisica, nimamo tekmovalk med prvo deseterico. Danes gledalci na Zlati lisici navijajo za našo najboljšo smučarko vseh časov – Tino Maze. The Slovenians often refer themselves as ski nation and were one of the first in this part of Europe who were using skis. Our history of skiing is reach, and Maribor is closely connected with skiing just because its closeness to Pohorje. Golden Fox Competition is beside Vitranc trophy and Planica ski jumps the biggest ski competition in Slovenia. The gain of this event brought development to the town, not only as the biggest Slovenian ski slope but also as modern European town. Women World Cup Golden Fox Competition is unique it has the lowest competition finish in the world, and it actually takes place in the town. The competitors, who have visited Maribor in 46 years of hosting this event, have remembered the town by its friendly people, special features like wine cellar and rich additional programme of the competition. Unfortunately, one of Golden Fox characteristics is also a constant struggle with the weather and snow which is definitely the result of low sea level ski finish. With the popularity of the event the popularity of skiing grew, but in early days the local skiers had no real results. We didn’t have any competitor among top ten until 1988 when Mateja Svet became Golden Fox (Zlata lisica). Today the spectators at the event support the best Slovenian skier ever – Tina Maze.