The Impact of Mega Sports Events on the Strength of the National Soft Power: A Comparative Analysis

Nicolescu Luminița () and Barbu Alexandra ()
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Nicolescu Luminița: Bucharest University of Economic Studies, Bucharest, Romania
Barbu Alexandra: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2024, vol. 18, issue 1, 335-345

Abstract: This article examines the strategic use of mega sports events as a means to enhance national soft power, exploring the complex interplay between international sports diplomacy and geopolitical influence. The study will examine how these events serve as means of economic and cultural diplomacy and also as platforms for global interaction through a comparative analysis of countries that include South Africa, Brazil, Russia, Germany, and Qatar. Employing a qualitative methodology, the research synthesizes the existing literature and case studies to provide information on the objectives, strategies, and outcomes associated with hosting such events. This study aims to contribute to the larger discussion on soft power and its effectiveness in the modern international arena by analyzing the complex effects of these mega events on national branding. It does this by providing a nuanced understanding of how major international sporting events can affect geopolitical dynamics and shape international perceptions.

Keywords: soft power dynamics; sports diplomacy; mega sports events; FIFA World Cup; the Olympics (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:18:y:2024:i:1:p:335-345:n:1002

DOI: 10.2478/picbe-2024-0029

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