World Cup: How Wales uses sport to sell itself globally

“Looking back on the last 15 years, if we hadn’t had Madonna at the stadium, if we hadn’t had the Manics [Street Preachers] New Year’s Eve, and all those wonderful things that happened as a result of sporting success, if we hadn’t had the [rugby] The Grand Slams and the football we have now, so Wales would have been a more unfortunate place, if only for that, it was worth it,” he added.

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