Playing Cricket: India’s Soft Power, Nation Branding and Future Prospects

Suman Kumar Das, Akhil Chandra Borah and Shovit Mallick

India Quarterly: A Journal of International Affairs, 2024, vol. 80, issue 2, 269-282

Abstract: The growing interdependence among nations, the advancement of science and technology and the impact of globalisation have made it less useful for nations to rely predominantly on hard power to pursue their foreign policies’ goals. In the contemporary era, nations have shifted their attention to soft power as an alternative policy to maximise gains from other countries. Although the exercise of hard power is still relevant in international relations, soft power has become a less destructive option. For instance, sports has proved its power as a tool of diplomacy at different times. In India, cricket has moved from its status as a mere sport to a powerful instrument of diplomacy. In this article, the authors analyse the value of sports in general and cricket in particular as an instrument of public diplomacy, its capacity for nation branding, and the future prospects of cricket in pursuing India’s foreign policy goals.

Keywords: India; soft power; public diplomacy; cricket diplomacy; nation branding; international relations; foreign policy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:indqtr:v:80:y:2024:i:2:p:269-282

DOI: 10.1177/09749284241241600

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