Olympics - the ultimate in soft power

As Rio 2016 Olympics start and nations look to their sporting stars to uphold national pride, we take a look at the power the 'games' can have on a nation's perception with the world. While Russia takes Gold for most discredited nation due to its doping track record, other nations including UK and China will be looking for more positive memories.

Soft-power's ability to change perceptions

Following Brexit, the UK has been looking for a stage on which to re-launch it's international credibility and brand. With the success of the 2012 London Olympics being reawakened, we may have a chance to also reawaken our ability to trade competitively outside of our EU trading block.

China also has had international political challenges to overcome. Whether it is a slow down of economic growth, territorial disputes or handling of human rights issues, all these act as a drag on the long term contribution China is making to the global economy. A flurry of medals such as their first Gold winner Zhang MengXue or plucky performances will be a welcome distraction for those responsible for China's international PR.

Long term planning essential for Gold in 2022

Jumping forward to winter 2022, China will be hosting its Second Olympic Games ever. With the China Investors Club being the sole UK representative at the official launch in June this year in Tangshan, we heard first hand how China plans to increase its gold medal tally. With the 2022 Olympic games taking place in Hebei province, China's North East region, officials have instructed each of the 11 major cities to build indoor ice-skating rinks. This will allow children and adults to experience winter sports for the first time, increasing health and also awareness of this principally Western sport. Irrespective of the actual outcome in Olympic competition, China's growing middle classes will open up a new avenue to spending money which could also help UK sports equipment and clothing manufacturers.

Logistics and the built environment is also well underway. While the 220km high speed rail is being constructed to connect the furthest cities, the China Investors Club is also helping UK firms access eco build and environmental building tenders in the area. As population in Zhangjiakou will grow from its current 750,000 to 5,000,000 over the next six years, such opportunities are welcome for UK firms to fill their order books. Once again, the benefits of soft power become accessible to UK firms.

China Investors Club Winter Olympic 2022 athlete programme

Along side the commercial work being delivered by the China Investors Club, we are also delivering a winter sports support programme. This tailored programme is delivered with support from the Chinese Olympic committee and is aimed at UK athletes. Over the next six years we will deliver a cultural and sport exchange programme for UK athletes who will be or want to compete in 2022. Athletes will have the opportunity to travel to China to see the new facilities first hand and be the first to try them once they are completed. Staying with local families they will be welcomed as VIPs and get to build a deeper understanding of Chinese culture, food and sport. It will also give them a chance to educate local Chinese children about English culture and the benefits of participating in a Winter sports. Naturally we will be encouraging Chinese athletes to come to the UK to see how we train, live and work. By the time the games come around, all those UK athletes that experienced the programme will feel welcomed and comfortable in their surroundings which will also help them achieve the best results possible. All those interested in either sponsoring or participating in the scheme are encouraged to contact us for further information.

So let's enjoy the Rio Olympics for the benefits they can bring to national interests on the international stage and of course wish both UK and Chinese athletes the best success in their chosen sports.