THE IMPACT OF SPORTS DIPLOMACY ON IMPROVING KOSOVO'S INTERNATIONAL IMAGE
THE IMPACT OF SPORTS DIPLOMACY ON IMPROVING KOSOVO'S INTERNATIONAL IMAGE

Summary/Abstract: Public diplomacy which is part of soft power is a branch of diplomacy which has recently taken place and importance in the agendas of large and small states. This segment of diplomacy includes a series of methods and maneuvers which bring positive results to the country it uses and promotes for its own interests. Sports diplomacy is an important dimension of a country's public diplomacy, which has an important and influential role. Different countries aim to use sports diplomacy in the most effective way in favor and profit of their country, and one of these countries is the state of Kosovo. During our work we have tried to present the impact of Kosovo sports diplomacy and its role in improving the international image. Through descriptive, comparative, analytical methods as well as through interviews we have tried to shed light on how much sports diplomacy has influenced the improvement of Kosovo's international image. With the method of interviews, we have interviewed 3 experts in sports diplomacy, and we have analyzed these interviews by implementing the comparison with materials and scientific facts which are related to public diplomacy, with an emphasis on sports diplomacy. In conclusion, we can say that sports diplomacy in Kosovo should be given great importance in order to achieve greater results. Kosovo and its competent institutions need to develop specific strategies and investments for its sports diplomacy.

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