When “branding” meets “building:” the consequences of nation branding on identity in Kyrgyzstan and Estonia

Figures & data

Table 1. The World Nomad Games in numbers. Source: Sheranova (2023), 1 Kyrgyz som = 0.15 USD (2016).

	WNG 2014	WNG 2016	WNG 2018
Participating states	19	62	80
Participating athletes	583	1,200	3,000
Ethno-games played	10	26	37
Total prize fund	16 million som	28,400 million som	35 million som
Medals issued	109	387	594
Expenditure from state budget	102 million som	258.6 million som	303.1 million som
Other sponsorship	–	$3 million	More than 200 million som
State revenue	–	9.9 million som	–
Infrastructure built or renovated	1 existing hippodrome fully renovated	1 new hippodrome built; one road, one airport fully renovated	–
Visitors (including foreign tourists)	45,000 (10% foreign tourists)	–	70,000
Accredited foreign media	40	35	56
People involved in mass performances	1,200 300 volunteers	6,000 700 volunteers	– 4,000 volunteers
International celebrities featured	1	9	13
Foreign delegations	–	–	5
Official sponsors	3	6	–
Partners	14	35	–

Figure 1. Enterprise Estonia, “Introduce Estonia” Marketing Concept for Tourism

Sheranova, A. 2023. “Mega-Events in Kyrgyzstan (1991-2017): Power Legitimacy and Unintended/Indirect Nation-Building.” PhD diss., Corvinus University of Budapest. http://phd.lib.uni-corvinus.hu/1281/.

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