Travel retail is playing a key role in a new three-nation sports programme which aims to break barriers to social inclusion through wheelchair sports. [...] The initiative includes coaching by the participating teams in wheelchair sports including rugby, basketball and tennis. The aim is to empower them by learning new skills and encourage them to empower other disabled people who do not yet practice any sport to take up an activity.

When Jake Agna first stepped on the courts of the National Tennis Center in Havana he was shocked. The courts hadn’t received maintenance in years. Nets were being held up by chairs. But at the same time he was surprised by the enthusiasm and talent.

The partition of British India followed World War II, and ever since the independent states of India and Pakistan came into existence in 1947, the two countries have had a volatile relationship.  On the tennis court, however, India's Rohan Bopanna and Pakistan's Aisam-ul-Haq Qureshi have mended some of the political and sporting divide between their two countries by forming a successful partnership on and off the court.

No athlete in our history has become such a national hero. And as far as Serbia's image abroad is concerned -- can you think of a better public diplomacy vehicle?

But if China wants to use sport to boost its soft power, Li's win is a good place to start. That she is not in the mould of most of its athletes – her thank-yous in Paris did not include her country – works in her favour overseas. "She is right up there with [basketball's] Yao Ming in her ability to help people look at China in a different light," said Rhoads.

...a team of four international Chinese sports personalities, including Yao Ming... took part in an image branding film for China that was telecast by CNN and shown in Times Square in New York."We would like our athletes to shine, to draw more eyeballs and help us in our marketing," Lu says.

Investing in sports like tennis is also important for China's global image and "soft power"....China has dominated some sports... so much so that some of the competition rules have been changed in order to "prevent" China from taking all of the medals, and to encourage other nations to participate.