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The Politicization of Sports as a Soft Power Public Resource


  • Ural Federal University, Yekaterinburg, Russian Federation
  • Southern Federal University, Rostov-on-Don, Russian Federation


The review article is devoted to the sports issues as a soft power resource. Being an integral part of social, cultural and political life of the society, sports are considered in the article in the context of a “soft” influence tool in country’s domestic and foreign policy. Branding of the Olympic movement and the actualization of sporting identity can serve examples of the mechanism for obtaining reputational dividends and promoting the country. In domestic policy of the state sports have a strategic importance for the regions management.


Sports, Sports Branding, Sports Policy, Sports Politicization, “Soft Power”, Regionalism of Sports Policy.

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