The Role of Sports Diplomacy in Enhancing National Image: a Comparative Study of Kenya and England

Abstract

The overall aim of this study was to examine the dynamics of sports as an avenue or diplomatic instrument to enhance the national image. This study aimed to explore and analyze the great potential sport has in enhancing the national image of both Kenya and England in the international arena. To achieve this, the study was guided by the fundamental objectives of establishing the utilization of sports diplomacy in enhancing the national image by doing a comparative study of Kenya and England. The specific objectives of the study included the role of sports diplomacy in enhancing the national image in Kenya and England, to compare the strategies and effectiveness of sports diplomacy in enhancing the national image in Kenya and England, and to analyze the challenges of sports diplomacy in enhancing the national image in Kenya and England. To do so the study applied the theoretical framework based on liberal theory guided by the works of Immanuel Kant, and Jeremy Bentham and soft power theory whose key proponent is Joseph Nye. The above theories helped in the analysis of how Kenya and England have both applied sports diplomacy as a key strategy to enhance the national image. The study findings indicated that sports diplomacy is important in enhancing the national image hence it is important for the policymakers, and the academic point of reference to understand the role of sports diplomacy in enhancing the national image. The study used both quantitative and qualitative data collection and analysis and purposive sampling in explaining how sports diplomacy can be used in enhancing the national image of Kenya and England. The study used both primary and secondary data to understand the role sports play in enhancing the national image in Kenya and England. The study concluded by stating the significance of sports diplomacy and the contributions it has achieved for Kenya and England.