JOURNAL OF MANAGEMENT POLICY AND PRACTICE
Nation Branding of Russia through the Sochi Olympic Games of 2014
Author(s): Nikolai Ostapenko
Citation: Nikolai Ostapenko, (2010) "Nation Branding of Russia through the Sochi Olympic Games of 2014," Journal of Management Policy and Practice, Vol. 11, Iss. 4, pp. 60 - 63
Article Type: Research paper
Publisher: North American Business Press
The choice of the southern Russian city of Sochi as host for the XXII Olympic Winter Games in 2014 created a unique opportunity for the country to change its international positioning strategy. The only time Russia hosted the Olympic Games was the summer of 1980, in Moscow, and the event was boycotted by a U.S.-led block of Western nations. Thus the Sochi games may be not only the first winter Olympics ever held in Russia but also a huge international “comeback opportunity” to present a stronger, better, more glamorous as well as to re-position the country’s image globally.