Nation Branding and Public Diplomacy: Examining Japan’s 2019 Rugby World Cup and 2020(21) Olympic Games in the Midst of a Global Economic Downturn and the COVID-19 Pandemic

Abstract

For many superpowers sport mega events have become central to their political and financial ambitions within the global society. Over the last century Japan has established itself as a superpower both politically and economically. Even in the midst of a global economic downturn Japan has been successful in acquiring several globally significant sporting events, most notably the 2002 FIFA World Cup, and more recently the 2019 Rugby World Cup and 2020(21) summer Olympic Games. This paper examines how the latter two SMEs are perceived to present economic and political challenges in the midst of a global economic downturn and the COVID-19 pandemic through the context of public diplomacy and nation branding. The paper explores the perspectives of several relevant stakeholder demographics, including those working for various bodies relating to the staging and analysis of the events. Data were obtained through semi-structured interviews in order to frame the potential significance of sports mega events in Japan as a platform to showcase nation branding, public diplomacy, economic development and sport tourism.

From sport-for-development to sports mega-events: conflict, authoritarian modernisation and statecraft in Azerbaijan

“…Often envisioned as vehicles for nation branding, public diplomacy and/or soft power, the unintended negative impacts of contemporary event hosting can instead prove disempowering. The range of such outcomes may depend on how such events are presented, received, engaged in and represented by mass media outlets and on social media (Rookwood and Adeosun 2021).…”

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“…These included cancelling events with super-spreader potential, enforcing social distancing, reducing travel, quarantine, and clear communication from governments (as identified by , all of which were intended to delay the spread of the outbreak until a vaccine became available. During this period, we have witnessed sports events return from a temporary suspension from May 2020 and onwards behind "closed doors" or with limited crowds inside the venues (Perić et al, 2021;Rookwood & Adeosun, 2021). Given the need to reduce the risk of mass gatherings, notably through crowd density, it is no surprise activities began behind closed doors without spectators .…”

“…Building upon the recent academic attention given to the 2020 Olympics (Boykoff, 2020;Boykoff & Gaffney, 2020;Constandt & Willem, 2021;Hutchins & Andrejevcic, 2021;Rookwood & Adeosun, 2021;Shimizu et al, 2021), this paper provides an analysis of recent sports events and competition that have been staged throughout the pandemic in mid-and late 2020 and early 2021, ahead of the 2020 Olympics and several other international sporting events. The article aims to identify and discuss risk management strategies and industry practices in an epoch of "covid-secure" sporting events, which can impact the planning and eventual delivery of the Olympics and other sport mega-events.…”

The Impact of Global Economic Downturn on Sport Management

“…While virtually every aspect of sport has been impacted by COVID-19, the canceling and postponement of large-scale sport events has been one of the most complex. The articles by Rookwood and Adeosun (2021) and Svensson and Radmann (2021) in this special issue contribute to an embryonic literature on the management of large sport events in the midst of pandemic (Bond et al, 2021;Ludvigsen & Hayton, 2020;Ludvigsen & Parnell, 2021;Parnell et al, 2020;Sato et al, 2020, Davis, 2020. Rookwood and Adeosun offer a useful comparison of complexities and risks of organizing sport mega events, such as the 2019 Rugby World Cup and 2020 Tokyo Olympics, in the context of a global economic downturns and pandemic.…”