Sportonotmic: Sports Diplomacy – Investment in Sport as Soft Power

In this episode, Rhys Lenarduzzi looks at how countries use investment in sport, mainly football and mega events like world cups and Olympic Games, as a tool for nation branding, a soft power strategy that has come to be known as sports diplomacy.

To help unpack this topic, Rhys is joined by Professor Simon Chadwick, a geopolitical expert. Simon is the professor of Sports Enterprise at Salford University, Manchester, where he is also a co-director of the Centre for Sports Business.

23 June 2021