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The power of the Olympic brand and the geopolitics of global sport
The power of the Olympic brand and the geopolitics of global sport
With the 2026 Milan–Cortina Olympic Winter Games just weeks away, the Olympics are once again at the center of global attention. But what most people see on television is only the surface. Behind the athletes and ceremonies is one of the most powerful global brands in the world—shaping diplomacy, national image, corporate […]