Megaevents like the FIFA World Cup and Olympic Games attract millions of participants and generate significant economic and reputational benefits for their host countries. Germany leveraged the 2006 FIFA World Cup to improve its international image by focusing on themes of hospitality, joy, and modernity in contrast to perceptions of stiffness. Extensive investments were made in infrastructure, culture, and training programs to promote friendliness during the event. Surveys before and after found the World Cup improved Germany's image among foreign audiences as more cosmopolitan, hospitable, and an ideal host. It established Germany as having the best image in the world.