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Keywords: Nation branding
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Journal Articles
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 732–756.
Published: 30 April 2024
... their global brand. The nexus of sports and nation branding refers to countries’ purposeful efforts to highlight their distinct cultural identity, values and achievements on a global scale (Brown and Lee, 2024). This proactive approach to using sports for nation branding emphasizes sports’ multidimensional...
