In 2018 will be the World Cup in Russia. Undoubtedly, the organization of this event is accompanied by not only a high level of cost, but also by ability to attract investment in the host cities of the World Cup matches. Creation of conditions for effective use of heritage of the World Cup becomes a problem of a city administration and the government of the region. Investment appeal of the city after holding the World Cup can become an efficiency evaluation of this heritage. This work is also devoted to attempt to determine investment appeal of a sports Mega-event.