The soccer World Cup gives the host country prestige, publicity, and international recognition. The World Cups in 2010 and 2014 hosted by South Africa and Brazil–two BRICS countries–signaled their arrival on the world scene. A third BRICS member, Russia, is scheduled to host in 2018. The two largest public relations feathers in Vladimir Putin’s hat are the Sochi Olympics and now the upcoming World Cup.
Nothing could be worse for Putin than losing the 2018 World Cup; it would be more severe than the economic recession and Russia’s declining living standards. Russians can live without imported foods and Turkish vacations, but they may not tolerate being branded as a rogue nation not deserving a World Cup.
go to forbes.com
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