British sport and soft power

This research project was designed to inform the British Council’s Youth and Sport platform and their understanding of the role sport can play in cultural relations, and to inform stakeholders and partners for the UK region using research findings and best practice.

The British Council awarded £20,000 in funding, commissioning a report to inform the Council’s strategic review on its sport and international development programmes.

The aim of this project was to provide an overview of British sport’s myriad roles in the promotion of British soft power by examining the ways in which governments support and organise policies around sport and how these contribute to the UK’s soft power and cultural relations profile of sport.

This project examined different departments in different national and local governments and the content of their policies on soft power and sport.

It considered what has been successful and what has not had an impact in establishing greater cultural relations and soft power influence via various sport practices.