ABSTRACT
This chapter examines the role of transnational leagues in projecting soft power, using the proposed Russian–Ukrainian United League as an illustrative case. The origins of the cross-border football league are documented, including the motive of Russian professional football clubs to increase competitiveness and commercial revenues by reconstituting the idea of the previous Soviet football league and the soft power potential in Ukraine for Gazprom. The chapter discusses the political conflicts and stakeholder difficulties that arose during the negotiations, the role of FIFA and government representatives, and the failure of the proposed league partly due to Russia’s annexation of Crimea in 2014.
