The Role of Nationalism in the Olympics: Reflecting on the 2012 London Games

<jats:p> The Olympic Games aim to promote the unity and friendship of humankind. By examining a number of stakeholders of the Games, this paper however demonstrates that the Olympics instigate nationalistic sentiments, provide an opportunity for a global audience to experience and express such feelings, and enable nation states and commercial sponsors to harness this. It argues that ironically, it is nationalistic sentiments rather than internationalism that serve the interests of stakeholders and underpin the Games’ popularity, commercial success and state investment. </jats:p>