How do less powerful nations exercise their influence within global sports?

Less powerful nations can effectively exert their influence within global sports by integrating sports into their cultural narratives. This strategy allows them to promote their identity, values, and traditions on the international stage, thereby increasing their visibility and relevance in the world of sports. By showcasing their unique cultural stories through sports, these nations can engage in a form of soft power, which fosters greater emotional connections with audiences, sponsors, and other stakeholders.

Furthermore, cultural narratives rooted in sports can aid in nation-building and community cohesion, helping these nations to gain recognition and respect in the global sporting arena. Engaging in sports allows them to highlight not only athletic talent but also the richness of their heritage, making their stories part of the larger global sports discourse. This approach is particularly significant at events like the Olympics, where cultural exchange plays a prominent role.

While other strategies, such as changing rules or aligning with powerful organizations, may seem beneficial, they often lack the significant cultural resonance and grassroots impact that integrating sports into a nation’s narrative can achieve. Being able to tell compelling stories within the context of sports gives these nations a voice and position in global discussions.