ABSTRACT
Scholars have argued that all governments, and particularly political regimes characterized by reduced input legitimacy, try to reap legitimacy benefits from hosting Sporting Mega Events. The 2018 FIFA World Cup in Russia provides a unique occasion to elaborate these ideas. Research presented here studies the Russian discourse on the 2018 World Cup on Twitter. The results make evident that the 2018 World Cup in Russia served to promote primarily nation-related emotions and hosting pride. Political issues and debates played a minor role, yet criticism of Russia’s current domestic and foreign politics provoked intense reactions indicating substantial polarization in the Russian-speaking Twitter community.
