Goals have been scored, referee's decisions have been quarrelled and
footballers' egos have been inflated and, for one English goalkeeper in
particular, completely deflated. But as the FIFA World Cup in South Africa
draws to a close, it is easy to lose sight of the broader picture of what the
pomp and circumstance surrounding the event actually stands for. To lift the
'gold cup' is the raison d'etat of the football team, the do-or-die moment. But
what are the consequences of the World Cup for the nation that the football
team represents? Does the performance of a national team make any real changes
to the way in which the nations themselves are perceived? Is it possible for
football to make a difference in the sphere of international relations?
The Fifa World Cup is an international event of unprecedented scale. With
millions of viewers around the globe, the pressure quickly mounts upon the
shoulders of the footballers to fulfil the hopes and expectations of their
respective nations. Whether a success or failure, there is one certainty: the
world will know about it.
The monumental capacity for publicity from such an event means that the
team must always present itself in the best light possible as to avoid ridicule
and even humiliation. At no other opportunity therefore could the prospect for
changing the external perception of a country be so large, making sporting
success in the tournament even more fatal for the broader political, cultural
and economic consequences.
Rather than just a sporting occasion, the World Cup is essentially a
'Nation-Branding' venture in which states can use the medium of sport to change
the way in which they are perceived internationally. Culture, in this sense, is
a means of projecting soft power, the most effective manner to have influence
in an increasingly globalised and multipolar international sphere.
So which nation, in spite of their success or failure, has made the biggest
gains in terms of soft power through 'Nation-Branding'? Which nations have
lost?
South Africa, the host nation of this year's World Cup, has had the most
potential to improve its soft power through 'Nation-Branding'; yet also, to
abolish it. Nevertheless, the World Cup had been publicised as a 'new chapter'
for the continent of Africa – a symbol of the economic progress, its ascension
to the international stage. As a result of the efficient organisation and
smooth running of this prolific event, the symbol of African resurgence has
become a reality - international perception of Africa as a whole has a real
potential to change into a positive light.
The scope for change and increase in influence through 'Nation-Branding',
as seen particularly with the case of Africa and the World Cup, is unlimited.
It is for this reason that the term is becoming increasingly significant in the
study of International Relations and the field of Cultural Diplomacy. To
recognise this increase in importance, the Institute for Cultural Diplomacy
will be holding a week long conference on 'Nation-Branding' from 25th
of July to 1st of August – to further explore this topic in greater
detail.
