Sport as a state's soft power strategy: the case of South Korea and the UK

As a consequence of the growing awareness of the limitations of an over-reliance on the deployment of hard power governments have shown an increasing willingness to add soft power strategies to their portfolio of diplomatic resources with sport emerging as a major element. The aim of this study is to analyse the utilisation of sport as a part of soft power strategies in South Korea and the UK. Specifically, the study centres on an analyse of the interpretation of the concept of soft power by the governments of South Korea and the UK. The study is also concerned to provide an understanding of the role and significance of sport soft power in the diplomatic and political strategies of South Korea and the UK. With reference to the theoretical frameworks, consideration is given to macro-level international relations theories, particularly realism, liberalism and constructivism. Data were collected through semi-structured interviews and documentary evidence published by relevant organisations. These data collection techniques were conducted within a comparative case study research design. Among the key findings of the research were that: a) the recognition of sport as a soft power resource was more rapid in South Korea than the UK; b) the deployment of sport soft power was strongly influenced by South Korea’s regional geopolitical environment; c) South Korea’s use of sport soft power has increased steadily in scope over the last 40 years; d) the UK’s use of sport soft power has, to an extent, been a complement to its use of hard power. The study concludes that the results indicated that although realist and constructivist theories provide valuable insights, the neoliberal perspective had the greatest capacity to accommodate the role and significance of sport soft power in international relations and also demonstrated that sport is a clear and prominent element in the soft power strategy in both countries.