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Issue № 62. June 2017

Sports As a Prospective Instrument of Soft Power in Russia (On the Example of Popularization of Sambo)

Alexander O. Naumov

Ph.D., Associate Professor, School of Public Administration, Lomonosov Moscow State University, Moscow, Russian Federation.
E-mail: Naumov@spa.msu.ru

The article explores the issues related to the prospects of Russia’s sports diplomacy. The author scrutinizes the problem of popularizing Sambo as an effective Russian brand. It is asserted that in the modern world soft power plays an important role in international relations. One of the most underestimated resources of the soft power of the Russian Federation is sport, in particular, Sambo, which has serious prospects for development in this regard. Sambo as a Russian brand has a huge innovative potential and excellent starting opportunities. The author concludes that Sambo can be an important factor of Russia’s soft power and an instrument of its sports diplomacy, an integral part of public diplomacy.

Keywords

Russia, sambo, soft power, public diplomacy, sports diplomacy, state image, national brand.

Comments:
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