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This paper considers the role of sport in post-devolution Wales in terms of how an important policy concern that permeates a range of government portfolios has operated in an environment where the notion of 'Othering' has given way to the advance of neoliberal ideas in the way in which sport is perceived by policymakers. This is achieved through a discussion of four elements of Welsh sport: the opening of Cardiff's Millennium Stadium, the significance of the Welsh contribution to the 2005 Ashes victory, the continued playing of Welsh baseball and the attention given to the successful Welsh participants at the Olympic and Paralympic Games in 2008, with particular reference to the victory celebrations which followed the homecoming of the Welsh athletes. However, throughout the discussion it is regularly acknowledged that much of Welsh sport is framed within the context of Britishness.