This book critically discusses the role of sports in nation branding and public diplomacy during the years 2020 and 2022, as the world was going through a global pandemic and health, economic, social, and political crises. The book argues that the use of sports for nation branding and public diplomacy goals is not new, but the changes the world went through required nations, places, communities, and individuals to modify and adapt the ways they use sports for country image purposes. After discussing global changes, the book outlines the theoretical frameworks of nation branding and public diplomacy, and discusses their manifestations through the evolution of the FIFA World Cup, the postponed Tokyo 2020 Olympic Games, the role of Title IX in American sports, the European Super League, the Oregon22 World Athletics Championships, the emergence of sport-tech diplomacy, and though the role of sports and the global order in an ever-changing world.
Author(s): Yoav Dubinsky
Publisher: Palgrave Macmillan
Year: 2023
Language: English
Pages: 290
City: London
Preface
Acknowledgments
Contents
About the Author
List of Tables
Chapter 1: Nation Branding and Sports Diplomacy in Times of Change
Introduction
A Different World
Global Sports and the Pandemic
Beyond the Pandemic
Book Structure
Professional and Academic Contribution
References
Chapter 2: Theoretical and Conceptual Frameworks of Nation Branding and Sports Diplomacy
Introduction
Contested Definitions
Public Diplomacy
Nation Branding
National Identity
Soft Power, Cultural Diplomacy, and Sports
Colonization and Globalization
Sports Diplomacy and Ethical Concerns
Conclusion
References
Chapter 3: Country Image, Nation Branding, and the FIFA World Cup (1930–2022)
Introduction
The FIFA World Cup, Nation Branding, and Country Image
Public Diplomacy
National Identity
Commercialization and Globalization
Nation Branding and Sportswashing
Future Challenges and Opportunities
References
Chapter 4: Nation Branding, Tokyo 2020, and the New Era of the Olympic Movement
Introduction
Previous Eras of Nation Branding and the Olympic Movement
A Survival-Oriented Era
A Questionable Legacy Era
An American-Influenced but Democracy-Limited Era
A Post-Woke of Athletes-to-People Diplomacy Era
A Global Geopolitical Era
A Digital-Cultural Era
An Era of Global Challenges and Backlash
Conclusion
References
Chapter 5: American Sports Diplomacy Amid the 50 Years Anniversary of Title IX
Introduction
Nation Branding, Country Image, and Brand America
Lesson 1: Title IX Adds to America’s Identity as “Land of Opportunity”
Lesson 2: Title IX Is America’s Sustainable Competitive Advantage
Lesson 3: Title IX Is an Ongoing Revolutionary Process
Lesson 4: Title IX Is a Tool for US Foreign Policy
Lesson 5: Title IX Covers Up American Hypocrisy
Lesson Six: Title IX Fosters Globalization
Conclusion
References
Chapter 6: The European Super League as a Nation Branding Geopolitical Battlefield
Introduction
Nation Branding and Club Football
Nation Branding and the European Super League
England
Spain
Italy
Germany and France
Foreign Ownership
Non-State Actors
The Aftermath
References
Chapter 7: Nation Branding, Public Diplomacy, and the Dirty Business of Sportswashing
Introduction
What Is Sportswashing?
China
Russia
Gulf Cooperation Council Countries
Other Manifestations
What About Western Democracies?
Conclusion
References
Chapter 8: From “TrackTown USA” to Oregon22 World Athletics Championships
Introduction
City Branding and Sports
Place Branding and Oregon
Place Branding and Track and Field in America
Place Branding, TrackTown USA, and the Oregon22 World Athletics Championships
Local
Regional
National
International
Global
Conclusion
References
Chapter 9: Sport-Tech Diplomacy
Introduction
What Is Sport-Tech Diplomacy?
An Authentic Narrative of Innovation
A History of Innovation in Sports
A Diverse Sport-Tech Ecosystem
Galvanizing State and Non-State Actors Around Sport-Tech Diplomacy
Conclusion
References
Chapter 10: Sports, Country Image, and the Global Order in an Ever-Changing World
Introduction
Sustainability and the Environment
Social Justice
Economic Vulnerabilities
Geopolitics
Technology and Innovation
Conclusion
References
Index
