Beyond the game: Measuring sport’s impact on nation brand strength
Sport remains one of the most impactful ways nations project their identities, values, and capabilities. The Paris 2024 Olympic & Paralympic Games reimagined urban mega-events with a focus on sustainability and inclusivity, and EURO 2024 in Germany advanced ESG practices at scale. The Copa América 2024 and the ICC Men’s T20 World Cup 2024 brought top-tier football and cricket to new audiences, including matches on US soil, while Saudi Arabia’s sports investments highlighted its importance in economic strategy, tourism strategy,…
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