The Sport: an European Union’s new soft power tool

Mancoš, Martin, 1994-

The Sport: an European Union’s new soft power tool / Martin Mancoš, Radovan Gura. -- Since the twentieth century, sports have developed based on their “eternal values,” as set forth by Pierre de Coubertin; these values have been transmitted by the Olympic Games and have gradually become institutionalized worldwide. By being included in programs such as Europe’s Erasmus student exchange or projects with non-member states, “sports diplomacy” has acquired a dimension that is social, cultural, political, and even “linguistic,” both within and outside the EU. This has made it a pillar of public diplomacy that relies on neither propaganda nor any overt governmental influence.

In Caucasus journal of social sciences. -- Tbilisi : University of Georgia, 2022. -- ISSN 1512-3677. -- Vol. 15, no. 1 (2022), pp. 56-63