22 Apr 2014
Sport an "important tool" for promoting the UK globally
BY Tom Walker
The House of Lords Committee on Soft Power has highlighted the role sport plays in promoting Britain internationally.
In its final report, entitled Persuasion and Power in the Modern World, the committee states that sport has an almost universal appeal that crosses language and cultural barriers, making it the "most accessible and exportable of the UK's soft power assets".
London 2012 was deemed to have had a significant impact on how the international community perceives the UK, by reinforcing the view that the country is a leader in the field of technology, innovation in infrastructure, volunteering and organisational skills.
It added that London 2012 had "opened almost every door" for UK businesses in Brazil – the host of the 2016 Olympic Games.
The report also highlights that the English Premier League – which is currently broadcast in 212 countries – was said to rank alongside the monarchy and the BBC as "the most admired British institutions and the institutions that make people feel better about the UK".
• The Select Committee on Soft Power and the UK's Influence was appointed by the House of Lords on 16 May 2013 with the orders of reference "to examine the use of soft power in furthering the UK's global influence and interests".
To download the full report in PDF form click here.
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