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  • Author: Michał Marcin Kobierecki x
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Michał Marcin Kobierecki

Abstract

Norway is perceived as a country with a clear international identity. The aim of the article is to investigate the sports diplomacy of Norway and to examine its influence on the international brand of this country. The author will define the term “sports diplomacy” and attempt to outline the strategy of Norway’s public diplomacy; an analysis of the methods used in Norwegian sports diplomacy will follow. The main hypothesis of this paper is that sports diplomacy only plays a subsidiary role in Norwegian nation branding.

Open access

Michał Marcin Kobierecki

Abstract

The aim of the article is to investigate the issue of positive sports diplomacy directed at bringing countries closer and deepening cooperation between them. Generally, sports diplomacy is a broader term and may include various ways of utilizing sport, both negative and positive, even for the sake of nation-branding. Positive sports diplomacy most commonly refers to bringing hostile states closer together, but it may also be used to deepen political alliances or foster friendship and cooperation between states that are not mutually hostile. The research focuses on the latter form of positive sports diplomacy. The investigation is a case study concerning the Commonwealth Games, a sports event that is held once every four years and gathers countries and territories that used to belong to the former British Empire. The research therefore aims to determine whether this event, the second largest multisport event in the world, is significant from political and diplomatic perspectives. A second research question concerns whether the Commonwealth Games should be seen as an attempt by Great Britain to maintain influence in its former colonies. The research attempts to test the hypothesis that the Commonwealth Games are an important contributor to sustaining ties between states of the former British Empire.