Geopolitics of sport as a form of “soft power” in the process of foreign policy communication

The relevance of the research topic lies in the nature and role of sport at the present stage of world development as an integral part of foreign policy communication and international relations. A factor that enhances the relevance of the topic is the formation of an interdependent, interconnected global world today, in which the importance of individual international phenomena, including sports, is even more increasing. Nowadays, sporting achievements are perceived by the audience as part of the international image of the country represented by athletes. They affect a country’s reputation, credibility, and perception of its political and economic system as successful and efficient. The novelty of the study lies in the examination of the relationship between geopolitics, sport and the process of foreign policy communication. These issues are analyzed in the article using the example of foreign policy and international sports events, in particular, Azerbaijan’s participation in international relations and the use of sport as a factor of “soft power” to promote its interests in the world are described.