A typology of countries using place branding through sport

Abstract

The main objective of this conceptual paper was to identify the profiles of countries using a strategy of place branding through sport and group them into clusters. As detailed in the methods section, the focus was voluntarily set on countries from regions which are active in this regard. Three clusters have emerged following the analysis: “diplomacy branding,” “balanced structure” and “economic legacy.” Two strategies of place branding through sport were identified: pursuing a socio-economic legacy or utilizing sport diplomacy to build a soft power. Admittedly, China is asserting itself on the world stage. Meanwhile, countries and territories such as Australia, Japan, Singapore, South Korea and Taiwan, are making a case for themselves. Truly, adaptability and vision can lead to a successful place branding strategy through sport. This is in line with previous research, helping extend the body of knowledge, especially as far as sport diplomacy and soft power are concerned.