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World Cup 2022: who won the prize for 'soft power'?

By Simon Chadwick, Professor of Sport and Geopolitical Economy, SKEMA Business School
Paul Widdop, Researcher of Sport Business, University of Manchester

After four weeks, 64 games and more than a decade of controversy, Argentina has won the Fifa men’s World Cup in Qatar. And as Lionel Messi and his teammates celebrate victory over France, another competition has also reached its conclusion – the battle for “soft power”.

Soft power is a foreign…

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