The Role and Impact of Sporting Mega-Events in the Context of Soft Power.

Abstract

“Mega-events” are characterized as expansive cultural gatherings. They include both sporting and commercial elements, and they collectively exert significant global influence and appeal. “Sporting mega-events”, in particular, represent a central component of such gatherings and serve as key expressions of national soft power on the world stage. “Soft power” encompasses practices and behaviors aimed at cultivating relational capital, and according to Nye, effective soft power strategies rely on streamlined processes and a blend of tangible and intangible resources to communicate influence, negotiate power, and achieve desired outcomes. In the context of sporting mega-events, soft power operates through cooperation and the alignment of shared interests rather than coercion, thereby appealing to international audiences, and governments therefore strategically host these events to enhance their global standing and secure diplomatic and economic benefits.