Country image, cultural diplomacy, and sports during the COVID19 pandemic: Brand America and Super Bowl LV

Although the Super Bowl became a national celebration of American culture, capitalism, and lifestyle, Super Bowl LV held in 2021 had a different tone, being held a few weeks after the attacks on the US Capitol, and during the COVID19 pandemic that by then cost the lives of over 400,000 in the United States. This study aims to answer the research question: How is the image of the United States projected through the coverage of Super Bowl LV in international media? After analyzing 114 media articles published by 19 national news outlets from 13 different English-speaking countries, five themes emerged from the data: (a) shared culture and values, (b) sociopolitical climate, (c) the pandemic, (d) the event, and (e) positionality. Using Buhmann and Ingenhoff’s four-dimensional country image model for analysis, findings of the study suggest that while American culture is being celebrated, American norms, ethics, and values are criticized, leading to a mixed international image. The study is significant as it contributes to the literature on country image, public diplomacy, and the sociocultural role of sports in Brand America and suggests a conceptual model for using sports for nation branding during the pandemic.