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Playing Russia Offside? An Analysis of Tourism and Exports: Sportswashing and the Case of the 2018 FIFA World Cup
Prins, Sander Tjerk Hermanus ; Lago, Ignacio (vedoucí práce) ; Czarnik, Szymon (oponent)
Sportswashing, the attempt to increase the reputation of a state through hosting sports events, has received wide attention in societal debates. For example, Russia has been accused of attempting to improve its image among the global public by hosting the 2018 FIFA World Cup. However, where a lot of claims and assumptions are made on sportswashing, empirical evidence seems to be missing in the academic realm. This general knowledge gap is paired with the absence of direct survey data that measures people's views on Russia after it hosted the greatest football event of the world in 2018. Thus, the aim of this research is to estimate the impact of the 2018 FIFA World Cup on the global public opinion on Russia. To capture whether the World Cup increased the reputation of Russia worldwide, fluctuations in tourists to Russia and export from Russia between 2017 and 2019 act as the proxies for global public opinion. It is expected that states with a larger number of football players, and where football is more salient and plays a larger role in popular culture, will experience a greater 'World Cup effect'. Despite evidence revealing a sense of sportswashing in states where gradually distance to Moscow decreases and where simultaneously football is more salient, this study concludes little evidence of sportswashing...
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