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<p>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.</p>
</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.

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

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

This article examines the strategic use of mega sports events as a means to enhance national soft power, exploring the complex interplay between international...

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

Published Online: Jul 03, 2024

Page range: 335 - 345

DOI: https://doi.org/10.2478/picbe-2024-0029

Keywords
soft power dynamics, sports diplomacy, mega sports events, FIFA World Cup, the Olympics

© 2024 Luminița Nicolescu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Published Online: Jul 03, 2024

Page range: 335 - 345

DOI: https://doi.org/10.2478/picbe-2024-0029

Keywordssoft power dynamics, sports diplomacy, mega sports events, FIFA World Cup, the Olympics

© 2024 Luminița Nicolescu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
soft power dynamics, sports diplomacy, mega sports events, FIFA World Cup, the Olympics