What is it about?
The article looks at how WWE incorporated the Welsh Government’s nation brand (the Cymru Wales Brand) into its 2022 show ‘Clash at the Castle’, held in Cardiff, Wales. The event was supported with funding by the Welsh Government with the incorporation of its brand linked to targets. Using literature from nation branding and pro-wrestling academic studies, the article looks at the strengths and weaknesses of this approach and imports the concept of “the national gimmick” as a tool to study such events.
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This page is a summary of: National gimmicks as soft power strategy: WWE’s
Clash at the Castle
and the performance of the Cymru Wales Brand, The British Journal of Politics and International Relations, September 2025, SAGE Publications,
DOI: 10.1177/13691481251370182.
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