Dr. Yoav Dubinsky (PhD,University of Tennessee, Knoxville, USA) is an Instructor of Sports Business in the Lundquist College of Business at the University of Oregon. Born and raisedin Tel-Aviv, Israel, Dubinsky is a sports researcher and a former sports journalist with almost two decades of experience covering and researching local, national, and international sports. His interdisciplinary scholarship focuses on sports, nation branding, public diplomacy, and country image andespecially how countries, cities, and communities try to improve their images and reputations through sports. Dr. Dubinsky has covered or researched the Olympic Games from Beijing, London, Rio de Janeiro, and Tokyo. Yoav He has been involved with the International Olympic Academy as a lecturer, a coordinator,and a student, using sports as a tool for inclusion in diverse international environments.