Set against a backdrop of concerns about the potential break-up or
radical change to the global world order, this volume sets out to
investigate the use of sports mega-events by a number of emerging
states.
Sports mega-events, it is argued, can be understood as a key component
in states' 'soft power' strategies, that is, their attempts to showcase
their nations on the international stage, increase their power relative
to others via non-coercive means and to increase trade and tourism. Many
studies on soft power simply cite the concept's founder (Joseph Nye) and
make little attempt at unpicking the mechanisms behind its creation.
This volume does this by shining a light on emerging economies and by
putting forward a soft power 'ideal type' to aid researchers in
understanding the strategies employed by states in advancing their
interests.