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Sport, soft power, and Azerbaijan’s growing global profile [OPINION]

17 0
28.12.2025

If a country is chosen to host global sports events and international competitions, it reflects the trust and confidence the international community places in it. Azerbaijan’s recent achievements in sports demonstrate not only the country’s growing athletic capabilities but also its increasing standing on the global stage. Hosting major competitions, from Formula 1 to the third CIS Games, signals that Azerbaijan has established itself as a reliable and attractive destination for world-class sporting events.

Sport is a universal language that unites people, and Azerbaijan has leveraged this principle to strengthen its international image. As President Ilham Aliyev noted during the 2025 Sports Awards Ceremony, “Every time our athletes raise the National Flag at international competitions, each of us feels a sense of pride. Over the past five years, our flag has been raised in international arenas as the flag of a victorious country.” This highlights how sporting success contributes to national pride and enhances Azerbaijan’s global........

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