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More Than Sport: A Case Study On Sport Diplomacy Within The 2014 Sochi Winter Olympics, Caleb J. Mcneil
More Than Sport: A Case Study On Sport Diplomacy Within The 2014 Sochi Winter Olympics, Caleb J. Mcneil
Experience Industry Management
Throughout society’s history and into today, sport continues to be at the forefront of leisure activities and the media. Those in the sports industry understand this constant attraction and therefore try to promote unity in terms of diplomatic, social and political relations. The purpose of this study was to examine the strategies implemented by Russia during the 2014 Sochi Winter Olympics to promote sport diplomacy among athletes and fans. The researcher designed a case study examining the programs, marketing, and soft power strategies used by Russia during the Sochi Winter Olympics. The results indicate that Russia failed to capitalize on …