Abstract
By the example of the XXII Olympic Winter Games in Sochi and 2018 FIFA World Cup, the paper shows how sports tourism as an element of public diplomacy influences Russia’s relations with the North European countries. The study is based on an analysis of the foreign media publications dedicated to 2014 Winter Olympics in Sochi and 2018 FIFA World Cup. Scientific originality of the research lies in the fact that the author identifies the role of sports tourism as an element of public diplomacy. The paper argues that sports tourism acquires special importance due to a growing number of international sports events. Influence of intensive cooperation in sport on Russia’s relations with the North European countries is revealed by the example of the XXII Olympic Winter Games in Sochi and 2018 FIFA World Cup. As a result, it is proved that cooperation in sport helped to overcome political tension and largely contributed to establishing friendly neighbourhood relations between Russia and the North European countries.
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