In the past few months, the Commonwealth Games to be held in New Delhi have been in the news for all the wrong reasons. There have been reports that the construction will not be completed on time. This, coupled with the scuffle between the office bearers of the Commonwealth Games and the Indian delegation and then their media-friendly patch up, has given a lot of publicity to the event. Even if both the sides have been passing on positive news bytes regarding the games, there are some serious doubts whether the Games will actually see the light of day. But for New Delhi, the hosting of the Games is far more important than any such event in the past and hence the government is working round the clock to present Brand India to the world. This is essential as sporting events have been the tools of soft power for a long time and after China hosted the Olympics in Beijing last year; this is India’s chance to prove its mettle as a real rising power.

Joseph Nye has said that Soft Power is the ability to influence others and get them to do what you want. While soft power is wielded by countries via NGOs, international institutions, values and culture; international sporting events too provide a chance to spread influence. Apart from the economic windfall which the host city will experience, the country as a whole gets the international mileage it is looking for. It is the perfect PR event. China hosted the Olympics in Beijing amidst great pomp, glamour and show. Beijing 2008 managed to be the spectacle the world was expecting; some saying it exceeded its expectations while others dismissed it as an effort by China to put forward a clean image to the world. Whatever the verdict, the fact of the matter is that the Olympics in Beijing were a necessary exercise by China; they were also the biggest use of soft power for the Asian giant. It is being debated that the Beijing Olympics did not completely prove to be a successful exhibit of soft power for China, as it could not rid itself of the ‘dictatorial’ image it holds internationally, thanks to its handling of peace protests during the games. It is necessary to mention here that China had been vying to host such an event from 1990s, some say as an effort to clear its image post the Tiananmen Square incident. 

Hence if the Chinese could put in so much effort and planning in hosting one of the biggest and most respected sporting events in the world, India must definitely use this as an example to execute a successful event. The Commonwealth Games have opened a special door for New Delhi to attract maximum international attention, something no other Indian event can achieve currently. The country with the second largest population often attracts news bytes which relate to population, Bollywood and cricket at the international stage. And even though Bollywood is indeed one of the main tools of soft power, sporting events are the new way for creating a name amongst the international players. The Games in 2010 will give India a chance to prove that it has the potential to host important events and also become a centre for important events in the future. India will look at the games as a chance to interact with a huge audience, leaders and sporting personalities, all under the same umbrella. With more than 71 nations participating in the event, the games will also provide India a chance to spread its influence amongst many of the participating countries. Smaller countries always look forward to support from developed and developing nations. These countries are eager to forge ties with countries with rising powers like China and India. This event provides India with precisely such an opportunity; as this will enable it to garner support and increase its sphere of influence amongst such countries.   

The successful execution of the Commonwealth Games is very imperative for India, especially in light of the security in India since 26/11. The Mumbai attacks affected the tourism industry the most and hence the Games are being seen as the perfect example for India to get rid of the doubts raised. This event will also enable India to push forward its image as a responsible developing power in the region. This can be seen with the construction and renovation of the venues for the Games which are being undertaken keeping in mind the ‘Green Vision’ of the Games. Measures in terms of energy efficiency, water conservation, etc., have been taken to reduce the carbon emissions from Games related activities. It can also be seen that the strategic intention of hosting the ‘sustainable games’ has been pursued by signing a Memorandum of Understanding (MoU) with the United Nations Environment Programme. UNEP has agreed to provide necessary technical support for the Games. 

The Commonwealth Games’ success or failure will play a huge role in determining India’s image. If Delhi manages to stave off all possible missteps and host the games successfully, India could well be on its way towards hosting other bigger tournaments in the near future. Brand India will also attract potential investors and the success of the games will enable other sports to attract the much needed investment, interest and foreign training. It will also enable India to enter smaller countries and help them develop their fields of interests and in return they will forge stronger relations with the said countries. Delhi would be looking forward to the CWG with hope, and with a wish that unlike Beijing 2008, this event will not end up becoming an unsuccessful usage of Soft Power, but will be remembered as an event which was used correctly to open the doors of future success and cooperation.