SPORT AND SOFT POWER RANKING

SKEMA Publika’s 2025 Sport and Soft Power Ranking

This study examines the relationship between sport and soft power, the outcome of which is a global ranking of the world’s most powerful countries in this regard.

The ranking, which is based upon the involvement of sixty experts globally, consists of twenty-five countries that have been assessed as being successful in accentuating their attractiveness through sport.

Undertaken over a period of twelve months, ten criteria were used as the basis for this ranking exercise.      

According to our research, the top twenty-five is:

The full report is available below

Webinar

The Skema Publika team will be discussing soft power and the report’s findings during a public webinar, which will take place on 14th May 2025 at 15.00 CET. People can register to attend the webinar via this link