Using the 2026 Winter Olympics to Build Soft Power

The Olympics have historically served as a platform for countries to build soft power, promote propaganda, and advance diplomatic or political causes. Examples range from Nazi Germany's use of the 1936 games and the US-Soviet Cold War rivalry to the 2018 Olympics boosting diplomacy between North and South Korea. More recently, China has used the games to improve its image, while Russia has faced bans over its invasion of Ukraine. The 2026 Winter Olympics are examined in this context, particularly how a Ukrainian athlete's protest against the war triggered a debate on political expression in sports and how various nations used the event to promote their interests.