Özet:

In this study, the strategic value of the sport is examined which is considered as one of the most effective soft power elements with the perspective of public diplomacy. The question of the study, What is the role of sport as a soft power element in building Turkey's nation branding? The relationship with nation branding and sports have been discussed with significant examples from around the World for Turkey. The idea that sports organizations and sports success are the tools of public diplomacy as a soft power element is emphasized. The importance of sports diplomacy in terms of tourism, relationship building dialogue and place branding is mentioned. Turkey's human resources, its geopolitical position, substructure and sports are important potential soft power dynamic. Turkey has presented a vision that could guide the field of sports. The literature review technique was used in order to reach the theoretical knowledge. online resources have been examined sports organizations, Turkish athletes and teams to international achievements. The study results, Turkey should solve the structural and facility problems. Sports awareness should be created and the nation branding process to benefit from the unifying power and popularity. Sporting achievements of Turkish athletes and positive image plays a critical role in the restoration of the negative perception of Turkey in the international media. Turkey needs to be home international sports organizations to have the image 'land of sport' at sustainability axis. Moreover, Turkey’s organized by the UEFA and FIFA to host the European Football Championships and World Vision should be top priority in the long term. Sports diplomacy will play an important role in national branding of Turkey, in tourism, in the process of building relations in a diplomatic and place branding.

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