Mega-Sporting Events as Instruments of Soft Power: A Scoping Review of Destination Image, Place Branding and Sustainability

This scoping review examines how mega-sporting events function as instruments of soft power, with particular emphasis on their influence on destination image, place branding, and sustainability. By systematically mapping and synthesizing existing literature, the study identifies key themes, theoretical approaches, and methodological trends related to the strategic use of mega-events to shape international perceptions, enhance territorial competitiveness, and promote sustainable development. The review also highlights research gaps and future directions for scholars and policymakers interested in sport, tourism, and global image-making.