On the other hand, using sport in changing public relations or political relations is a means through which nation brand themselves. For instance, the 2014 Olympics games in Russia were overshadowed by Vladimir Putin’ s passing of anti-gay laws before the games kicked off (Persson & Petersson, 2014). Putin had to respond to public and media attention. In response, the USA media portrayed how Russia was not in the same league of human rights as the rest of the world. Therefore, the Russian example shows how sporting events are being used as platforms for airing political differences and also at the time being crucial to influencing other societies to embrace tolerance.
Nonetheless, the fight for political supremacy through sports entails engaging in intercultural communication where nations use language that is accepted by the rest of the world as a community (Allen, 2011). For instance, in the Russian scenario, the country is against homosexuality through the Olympic Games was used to encourage the country to embrace cultural diversity, even though, the Russian society has a strong disliking for such personal views and orientation. The United States has always embraced sports diplomacy as an important vehicle for strengthening relations with other nations.
The implication is that the country has been able to use the universal appeal of sports as a passionate event to go beyond the socio-cultural and linguistic differences and bring many people together (Grix & Houlihan, 2014). The USA is a diverse nation in terms of culture; thus the nation relies on sports to improve intercultural communication. For instance, the X-Games are unique to the American soil since the winter games have many enthusiasts thus has been crucial in improving the nation’ s social capital by embracing tolerance through effective intercultural communication (Thorpe & Wheaton, 2011).
In effect, sports have the potential for teaching people communication skills, especially in the intercultural contexts.
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