The Impact of Mega Sports Events on the Strength of the National Soft Power: A Comparative Analysis
Journal: Proceedings of the ... International Conference on Business Excellence
Year: 2024

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 rese