Sport as Holland promotion (2015)

In this thesis, the value of sport in economic diplomacy is researched. The current practice of the role of sport in economic diplomacy and international business is described, and the influence of modern communication on economic diplomacy. The author modelled the playing field of economic diplomacy and sport to get a better understanding. In this qualitative research, Joseph Nye’s theory on soft power, is applied. It describes how soft power can be used as a strategy for economic diplomacy. His theory explains the difference between the roles to pursue goals of diplomats and businessmen. 21 candidates in relevant positions in the field of sport and economic diplomacy were interviewed.