Abstract
Russian political elites relied on internationalist rhetoric and personal pleas to secure the rights to host two sporting mega-events in Russia in the 2010s. The early soft power promise of these events did not materialize, however, as Russia found itself in the midst of multiple geopolitical crises and the so-called “information war” with the West. This article examines the role of Russia’s political leaders, global sports stars Maria Sharapova and Alexander Ovechkin, and Russian football fans as ambassadors for Russia through the prism of direct and indirect modes of soft power exertion and nation branding in the context of sports. We argue that these important agents did not fulfil their potential to change international outlooks on the Russian state at a turbulent period.
| Original language | English |
|---|---|
| Journal | Russian Analytical Digest |
| Issue | 216 |
| Pages (from-to) | 4-8 |
| Number of pages | 5 |
| ISSN | 1863-0421 |
| Publication status | Published - 21 Mar 2018 |
| Externally published | Yes |