Sports' success and representation on the world stage have played a crucial role in shaping the perception of the states as a symbol of national identity. Different actors have used this tool to project their values over time, resulting in this subjective process. This academic research analyzes sports diplomacy as a public policy strategy to improve a country's internal and external image. To achieve this goal, the document analyzes mass media and political discourse during the two presidential terms of Juan Manuel Santos (2010-2018) and the government of Iván Duque (2018-2022) in Colombia.
