The article points out that Russia still has a long way to go in terms of effectively implementing its soft power, suggesting that the successful hosting of big sporting events must be complemented with other soft-power tools in a long-term strategy if it wants to succeed. However, the article argues that Russia’s ability to project its influence and “win hearts and minds” on a global scale is constrained, either by serious domestic problems and challenges, as by Russia’s hard power image. Amid heightened tension with the West and talk of a new Cold War, accused of a confrontational behavior and of using harder-edged tools, this article suggests that “sports diplomacy” is an important source of Russia’s foreign policy toolbox and an integral part of a long-term strategy to advance its great power status. This article looks at Russia’s vision and strategy articulated around and beyond the successful hosting of sporting mega-events, especially the 2018 FIFA World Cup, arguing that through sports and football Russia hopes to increase its soft power and to showcase a favorable image to both its foreign and domestic audiences, different than the one the West is used to. Stronski and Sokolsky (2017) argue that, for the first time since the breakup of the Soviet Union, the United States is facing a Russia that is not a mere “regional power” (in then President Barack Obama’s statement), but rather one that is actively trying to project its influence and establish a global presence. Upon his 2012 re-election to the presidency, after a four-year term as prime minister, Vladimir Putin launched a broad Russian-style charm offensive, using both hard and soft power, to expand Russia’s global influence and presence. The article points out that Russia still has a long way to go in terms of effectively implementing its soft power, suggesting that the successful staging of big sporting events must be complemented with other soft-power tools in a long-term strategy if it wants to succeed. However, it is argued that Russia’s ability to project its influence on a global scale is constrained, either by serious domestic problems and challenges, as by Russia’s hard power image. Amid heightened tension with the West, accused of a confrontational behavior and of using harder-edged tools, this article suggests that sports diplomacy is an important element of a long-term strategy to boost Russia’s great power status. This article looks at Russia’s strategy to successfully host sporting mega-events, especially the 2018 FIFA World Cup, arguing that through sports and football Russia hopes to increase its soft power and to showcase a favorable image to both its foreign and domestic audiences, different than the one the West is used to.
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