Sports Mega-Events and the Concept of Soft Power

  • Jonathan GrixEmail author
  • Paul Michael Brannagan
  • Donna Lee
Part of the Mega Event Planning book series (MEGAEP)


‘Soft power’ is becoming a very popular term used by academics, politicians, journalists and commercial organisations. Its widespread use has added to its lack of clarity and obfuscated its meaning. Combining it with sports mega-events—large-scale sporting spectacles—has added to the confusion. This chapter sets about explaining both sports mega-events and the concept of soft power. Moreover, we show how the latter can be used to understand the former through the development of an ideal type of a state’s soft power package. Such a package consists of five interlinked dimensions: culture, tourism, branding, diplomacy and trade. This—the first attempt to develop a heuristic to assess a state’s soft power package—enables us to understand the mechanisms at work behind states’ attempts at pursuing policies to promote their interests.


Sports mega-events Soft power Soft power package 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Jonathan Grix
    • 1
    Email author
  • Paul Michael Brannagan
    • 1
  • Donna Lee
    • 1
  1. 1.Business and Law FacultyManchester Metropolitan UniversityManchesterUK

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