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.


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