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Can India use sport to craft a different, more unified identity?

It is a good time to look at the branding power games and sporting events hold out for countries

Sandeep Goyal 

Sandeep Goyal Last week, the Indian government and the Indian Olympic Association played the hint-nudge game over the country joining the list of host hopefuls for 2032 Olympics. Far-fetched though it sounds, it is a good time to look at the branding power games and sporting events hold out for countries looking to break into the power league Change through sport has a deeper, granular, effect and many countries are only just beginning to understand that sport as a development tool can ‘nation build’ at a much deeper level. While major sporting events drive macro-change, sport for ...

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