In this episode, Rhys Lenarduzzi looks at how countries use investment in sport, mainly football and mega events like

world cups and Olympic Games, as a tool for nation branding, a soft power strategy that has come to

be known as sports diplomacy.

To help unpack this topic, Rhys is joined by Professor Simon Chadwick, a geopolitical expert. Simon is the professor of Sports

Enterprise at Salford University, Manchester, where he is also a co-director of

the Centre for Sports Business.

This podcast is brought to you by Athlon Partners. For more information head to www.athlonpartners.com

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