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.

Since 1967, Israel’s image has been dramatically deteriorating, partly because of not having clear strategies regarding soft power and public diplomacy (Gilboa, 2006). The purpose of this study is to analyze how Israeli sports organizations have used sports for nation branding and public diplomacy. The research question was: How do Israeli sports organizations use sports for nation branding and public diplomacy? For the conceptual framework I drew mostly from theories in place branding research, public diplomacy, sports diplomacy, and soft power. Coming from a constructivist ontology and epistemology, I used qualitative methodology. During December 2017, I conducted semi-structured interviews with 11 members from Israeli sports organizations and three members of Israeli governmental agencies. After analyzing the results, five themes emerged from the data: (a) The Conflict, (b) Hosting Sports Events, (c) Representation, (d) Relations with the State, and (e) Challenges and Opportunities. This study is significant and contributes to existing knowledge on two main levels: (a) the specific case of Israel and (b) theories and conceptual frameworks on public diplomacy, nation branding, and related fields. Based on the findings of this study, I came up with 12 practical recommendations to practitioners in Israel, that some of them can apply to other countries that face similar situations. The recommendations : (a) Develop a sports diplomacy strategy, (b) Brand Israel as a “SportTech” Nation, (c) Acknowledge the conflict and prepare for escalation, (d) Improve inclusion and emphasize diversity, (e) Use athletes and organizations for public diplomacy, not advocacy, (f) Focus more on participation-sports tourism, (g) Aim beyond commemoration, (h) Develop the Maccabiah Games further, (i) Encourage representation in international federations, (j) Emphasize ethical policies, (k) Improve and expand collaborations with foreign countries, and (l) Consider the themes found in this study. This study also shows that even in a country that is going through one of the most complicated prolonged conflicts in the world, whenever there is formal collaboration between the state and sports organizations, sports can still be useful tool for soft power purposes.

This book investigates the political implications of country promotion through practices of ‘nation-branding’ by drawing on contemporary examples from the sports, urban development and higher education sector in Kazakhstan and Qatar. Nation-branding has emerged as a central practice of international politics, where it is commonly understood as a vain, superficial selling technique with little political salience. Drawing on shared insights from practice theory and constructivist notions of nationalism, identity and power, this book challenges this reading and instead argues that nation-branding is neither neutral nor primarily economically motivated, but inherently politicised and tied to the legitimation of current political regimes. The starting point for the analysis is a range of everyday practices and sites long ignored by international relations scholars. In particular, the book traces how the political leadership in Kazakhstan and Qatar have used participation in the international sports circuit, spectacular urban development, and the construction of ‘world-class’ universities to first produce and then stabilize new ideas about their state. Providing a new analytical perspective on nation-branding, this book will be of interest to students and scholars of Middle Eastern and Central Asian studies, International Relations, and Cultural and Political Geography.

This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.

This book analyzes the place and role of sport within public diplomacy, including theoretical conceptualizations of the category of sports diplomacy as a sub-category of public diplomacy and empirical research of selected examples of the use of sport within public diplomacy. The empirical part of the book refers to three approaches to sports diplomacy and concerns the utilization of sport by states in order to shape relations with other states, the role of sport in building the international image of a state and the diplomatic subjectivity of international sports organizations. In reference to the first two approaches, the book uses comparative case study was in order to make observations and generalizations concerning sports diplomacy. Apart from that, the book includes a detailed study of the diplomatic subjectivity of the International Olympic Committee.

A comprehensive discussion of how countries embrace branding as a crucial element in their pursuit of soft power and why certain nation-branding efforts succeed while others fail through the example of the 2010 World Expo in Shanghai.

Nation Branding: Concepts, Issues, Practice was the ground-breaking first textbook to provide an overview of this recently established but fast-growing practice, in which the principles of brand management are applied to countries rather than companies. Many governments have invested in nation branding in order to strengthen their country's influence, improve its reputation, or boost tourism, trade and investment. This new edition has been comprehensively revised and its influential original framework modified to reflect the very latest changes to this still-developing field. It remains an accessible blend of theory and practice rich with international examples and contributions. Updates to this edition: New international cases of countries as diverse as China, United Arab Emirates, Ghana, Cuba, India, Great Britain and many more; New contributions from distinguished scholars, diplomats and businesspeople providing a range of case studies, practitioner insights and academic perspectives; New Companion Website to support the book featuring instructor aids such as PowerPoint presentations for each chapter and an instructor manual; This much-anticipated update to an influential book is an essential introduction to nation branding for students and policy makers.