World Cup broke Russian stereotypes and ripped up the rulebook of football

Stefan Matzke | Corbis Sport | Getty Images

MOSCOW, RUSSIA – JULY 03: Harry Kane of England celebrates his 0-1 goal at the 2018 FIFA World Cup between Colombia and England at Spartak stadium on July 3 2018 in Moscow, Russia. (Photo by Stefan Matzke – sampics / Getty Images)

Lothar Matthaus, a former captain of Germany, said that this World Cup had been "one of the best in the last 40 years Thank you, President, thank you Russia. "

Otilia Dhand, senior vice president of Teneo Intelligence, told CNBC that the tournament" is an advertising event designed to project a positive image of Russia worldwide. "

"While it has little direct geopolitical relevance, it is a soft power tool designed to enhance the perception of Russia abroad among the general public."

The tournament comes at a difficult time for Russia diplomatically in 2014 and its perceived role in a pro-Russian uprising in the east of Ukraine.

Allegations of interference in the US presidential election in 2016, support for the destabilizing populist parties in Europe and the poisoning of a former Russian spy in the UK also have a caused suspicion on the Kremlin.

As such, the successful football tournament provided some light relief and allowed the diplomatic channels to reopen. When France face Croatia in Sunday's final, French President Emmanuel Macron will take the opportunity to talk to Putin, the TASS news agency reported on Wednesday.