Sport as a Factor of Nation Branding: A Quantitative Approach

In recent times, governments have become increasingly aware of the significance of shaping the international image of a state. However, the multidimensional character of the state’s brand causes difficulties in measuring it. The aim of the paper is to investigate whether good performance in sport shapes the brand of a nation, thus, making sport a tool of nation branding. The paper is both theoretical and empirical. Theoretically, a conceptualization of nation branding has been presented. The empirical part is focused on analyzing the influence of the level of sport on the international image of states. The level of sports was measured on the basis of the states’ achievements at the Summer Olympics, and on the international image of 10 selected countries with the use of available data concerning a states’ brand.