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Sportonomic
Sports Diplomacy: Investment in Sport as Soft Power
Jun 23, 2021
Exploring how countries leverage sports investments for soft power, focusing on football and mega events like world cups. Insights into sports diplomacy, Qatar and China's strategic investments, UAE's soft power play, and Abu Dhabi's global image through City Football Group partnerships.
40:00
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Quick takeaways
- Countries utilize sports diplomacy for nation branding through investments in football and mega events.
- Soft power, represented by sports investments, enhances global engagement and influence for countries like China and the UAE.
Deep dives
Sports Diplomacy as Soft Power Strategy
Countries invest in sports like football and mega events to enhance their nation branding through sports diplomacy, a form of soft power. This involves sponsorship strategies and ownership investments aiming to improve international standing rather than profit. For instance, the British Council's premier skills initiative teaches English through football, promoting values and communication.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode