In this episode of MetCast, we speak with Dr Paul Brannagan, Senior Lecturer in Sport Management and Policy at the Manchester Metropolitan University Institute of Sport about how nation states and brands use sport and sporting events as a vehicle to gain soft power and boost their country's reputation and their social, political and economical goals. With the Tour de France coming to an end, Dr Brannagan discusses how the event might be used in the same way, and more generally on how and why world leaders do this and whether it works.