Hosting the Men’s Fifa World Cup is supposed to be one of the biggest soft power wins a country can score. When Germany hosted the tournament in 2006, it did so under the official slogan “a time to make friends”. It sought to transform its global reputation for being serious and reserved, presenting itself as a welcoming host instead.
Two decades later, the 2006 World Cup is still cited as one of the clearest examples of a country using a sporting mega-event to improve how the world sees it. In fact, the atmosphere was so optimistic that the tournament is fondly remembered in Germany as the “Sommermärchen” (the summer fairy tale).
