I’m no football freak, but I am enjoying this year’s World Cup. If you have Instagram, you will have seen how the Norway team and its upcoming match with England has caught the imagination of content creators, not just for fun but also for the sake of the tourism industry. Airline SAS and the national tourist organisation have both created some really imaginative material, and I bet lots of people will feel inspired to go on holiday there in the wake of this. This got me thinking about Russia and the Soviet Union and how invisible Russian people would be if it weren’t for sport. There are other fields of cultural endeavour, but it seems to me that sport is the most approachable, accessible cultural form for all people, something that is international, crosses all boundaries. Countries build a face through sport, and that can be about more than tourism. Diplomacy is one thing, soft diplomacy for whole populations more than for statesmen, and in the case of c...
T his, my second graphic, needs quite a bit of tweaking that I don’t have time to do at present. For example, the sport as a whole should sit centre top. There needs to be a depiction of grass roots of the sport, including the privately run, participatory sector, as well as the local, regional and national teams as seniors and juniors. I have a question : do CSKA, Dynamo etc even exist under these names today? The gyms have been refurbished and, in line with the World Gymnastics rules for the past years, show no evidence of government or army support. This is a touch of airbrushing, I think, as Russia couldn’t simply close those enormous organisations down, and still have a functioning gymnastics machine … could they? The Premiere League, Titans, social media income and other TV shows generate income for the gymnasts and must provide a return on state à nd or corporate investment , in some way. The streaming platforms for gymnastics are run directly by the regions; Match TV is by far th...