Yesterday, I was watching the World Championships in track and field held in Helsinki. Now, whenever there is a big sports event, the organizers always present estimates of how the event will improve the country's image in the world. That good image will then generate income and translate into improved exports and investments in the country.

Really? I wonder.

The Finnish Broadcasting Company announced a few days before the track and field World Championships that it would lose money on the project. The organizers aren't sure if they are going to make money, either.

The organizers also say that the event will have four billion viewers around the world. And while it is true that you couldn't ever buy the same amount of television time by other means, what is being advertised is a little hazy. What does Finland (in this case) get for its investment?

Have you watched the events? Did you see the opening ceremony? Have you become more curious about Finland?

And: are the big sports events worth the money?