SPORT AS AN INSTRUMENT OF SOFT POWER

Abstract

This paper examines sport as a contemporary instrument of soft power in international relations, emphasizing its role in public diplomacy, global positioning, and the shaping of international perceptions. Building upon theoretical frameworks of diplomacy and soft power, the study explores sport as a cultural resource, a marker of national identity, and a communicative channel that transcends traditional, primarily political boundaries. The analysis covers three dimensions: 1) sport as a reflection of national identity; 2) sport as a strategic tool of international promotion through mega-events, exchanges, and national sports policies, 3) and the role of athletes as informal ambassadors of their countries. The paper adopts a qualitative interpretative research design grounded in conceptual analysis and comparative illustration. The methodological framework combines three interrelated components combines three interrelated components: conceptual analysis, thematic qualitative analysis, and comparative case illustration. Drawing on examples from the United Kingdom, Germany, China, Qatar, and Cuba, the paper demonstrates that sport can contribute to a positive international image and strengthen interstate relations. At the same time, it highlights that the effectiveness of sport as an instrument of soft power depends on the political context, media narratives, and long-term national strategies. The paper concludes that sport has become an increasingly significant and sophisticated instrument of soft power. By combining universal values, emotional appeal, and global visibility, sport has emerged as one of the most influential resources of contemporary public diplomacy.