National gimmicks as soft power strategy: WWE’s Clash at the Castle and the performance of the Cymru Wales Brand

This article introduces the concept of the national gimmick – a performative, stylised persona derived from professional wrestling – as an effective lens for analysing government nation branding and soft power strategies. Using WWE’s Clash at the Castle and its 2022 partnership with the Welsh Government as a case study, the article demonstrates how governments employ entertainment spectacles to project curated national identities to global audiences. It argues that professional wrestling’s emphasis on stereotype, performance, and narrative makes it an especially potent medium for understanding how states simplify and disseminate nation brands. By examining the portrayal of the Cymru Wales Brand through WWE media, and the tensions surrounding Welsh representation at the event, the article highlights both the potential and the limitations of such partnerships. This interdisciplinary contribution bridges political communication and pro-wrestling studies to advance the study of government’s soft power strategies and the politics of branding.