Mapping the nexus between sports and soft power: a bibliometric analysis

This study investigated the knowledge structures and thematic trends at the intersection of sports and soft power through a bibliometric analysis of 359 publications. The study identified critical themes, including the strategic use of sports to enhance national image, promote cultural exchange, and exert international influence. The findings highlight sports’ dual role in projecting soft power and addressing geopolitical challenges, particularly through international sport events. The analysis explored key knowledge structures, including the interplay between sports, diplomacy, cultural identity, and image building. These elements underscored the multifaceted roles of sports in shaping perceptions, fostering unity, and navigating international complexities. The study contributes new insights by mapping disciplinary and regional differences in how sports and soft power are conceptualized, offering a comprehensive understanding of this evolving field. It provides guidance for scholars, policymakers, and practitioners in developing more inclusive, comparative, and theory-informed approaches to utilize sports as a soft power tool.