Sports diplomacy has significantly influenced international relations, but to maximize its potential, concrete policies and diplomatic actions are essential
Sports diplomacy could be defined as using a foreign policy approach to utilise sports to further national interests. How then have countries employed sports diplomacy in history and contemporary times? Have there been non-state actors that have aided sports diplomacy? Is it enough to dissolve fragmentation among nations? Is it worth the diplomatic effort? All of these questions have interesting answers.
Sports diplomacy has recently gained significant attention in the mainstream discourse of international relations. Two notable events have highlighted its growing importance and potential in shaping the future of diplomacy and statecraft. Firstly, at the Milken Global Conference, a panel discussion featuring prominent diplomats such as Eric Garcetti, the US Ambassador to India; Kevin Rudd, the Australian Ambassador to the US and former Australian Prime Minister; Elizabeth Allen, the US Under Secretary of State for Public Diplomacy; and Ramón Martínez de la Guardia, the Ambassador of Panama to the US, delved into the role of sports and health in fostering cooperation and collaboration among nations. The panellists explored how these domains could be leveraged to enhance diplomatic efforts and contribute to the future of international relations.
Two notable events have highlighted its growing importance and potential in shaping the future of diplomacy and statecraft.
The second, Saudi Arabia’s state-run oil and gas conglomerate, Aramco, became FIFA's major worldwide partner under a deal until 2027. This will include sponsorship rights for the prestigious upcoming FIFA events, including the 2026 FIFA World Cup and the 2027 FIFA Women’s World Cup. Besides, Saudi also owns the English Premier League Club New Castle United and is in pole position to host FIFA World Cups in 2034 and 2035. They spent billions of dollars across tennis, boxing, Formula 1, golf, and horse racing.
These two instances serve as a compelling foundation for examining the growing significance of sports diplomacy in the contemporary world while acknowledging its historical roots. Sports diplomacy has emerged as one of the subsets of cultural diplomacy that has undoubtedly blurred borders, contributing to countries coming together. While proponents and advocates of public diplomacy contend that more diplomacy is necessary than just engaging in sports, it is important to consider whether sports can play a role in bandaging fractured international relations in a hyper-divided world. People, today, view sports as one of the most delicate forms of influence as it is called the ‘softest of soft power’. But with the media, fans and sport itself emerging as a dynamic channel of empowerment of the youth, it can never be ignored. Sports diplomacy comes with its fair share of challenges, costs, and controversies. But it has remained contributive to cultural diplomacy. As per Professor Daya Thussu, “Sports has always been a form of soft power in terms of promoting a national brand or identity, and which itself has been used by nations to promote their products and cultures.”
Sports diplomacy has emerged as one of the subsets of cultural diplomacy that has undoubtedly blurred borders, contributing to countries coming together.
To begin with, in history, sports have also emerged as an international project. For example, Uruguay hosted its first FIFA World Cup and won in 1930; in 1934, Italy hosted the FIFA World Cup under the dictator Benito Mussolini and won it. 2026 will see a joint hosting of the FIFA World Cup by the North American countries: Canada, Mexico, and the United States (US). Qatar gained great international traction by hosting the FIFA World Cup. Additionally, the Qatar Emir's presentation of a 'bisht' to Lionel Messi created a global sensation, sparking chatter among public diplomacy students, practitioners, and academics. As per social media, the act of presenting a bisht equals ‘high respect and appreciation' for an individual in Qatar.
The Olympics have also emerged as a way for countries to show the world their prowess[1]. It is a featured example of sports diplomacy. China achieved this with the 2008 Olympics. From its inception, the Olympics movement aimed to instil in international youth a love of peace and respect for life. The Olympics shared some legacy stories of how they have impacted China, especially in the field of education and culture, “Thanks to the Olympic Games, approximately 400 million young people have benefited from Olympic education programmes. Olympic values and Olympic-related themes were the focus of these programmes, which also taught new skills such as foreign languages”. People perceived the 2008 Olympics as China's attempt to attract global attention. According to an NBC report, in what was a direct byproduct of hosting the Olympics as well as observing the Olympics, “Thousands of regular citizens enrolled in state-run English and etiquette classes in an effort to make the crowds converging on China feel welcome. Then, President George W. Bush joined the crowds in Beijing to show his support for Team USA”.
The Olympics shared some legacy stories of how they have impacted China, especially in the field of education and culture.
China has hosted the Summer and Winter Olympics. Hosting the Olympics comes with huge costs. It will be interesting to see if India will go the Los Angeles route that it took in 1979, where it negotiated favourable terms with the International Olympic Committee by relying entirely on existing stadiums and other infrastructure rather than making any lavish spending or other sustainable ideas. India plans to bid to host the 2036 Olympics. Interestingly, cricket will also make its return in the 2028 Los Angeles Olympics previously it was just part of just one edition which was the 1900 edition, an announcement of this was featured in the US Ambassador Eric Garcetti’s overview video of 1 year in India as US Ambassador.
India has made terrific strides in cricket. Non-state actors have catapulted cricket’s prowess today in India. Whether it's the Indian Premier League or the Indian Cricket Team playing abroad, the tremendous financial returns have made India a lucrative cricketing powerhouse, despite the game's invention in England. Indeed, a notable aspect of the IPL's success was its capacity to fill local stadiums in South Africa, despite the league's origins in India. There are so many Harvard University case studies on the IPL that analyse and synthesize the league's impact. As per some reports, IPL today is the second richest sporting franchise in the world after American football. IPL’s broadcast rights contract has secured a whopping US$6.02 billion for five seasons (2023–2027). The league’s contribution to the Indian economy is also immense according to a KPMG survey, the tournament contributed INR 11.5 billion (US$182 million) in 2021. Additionally, a report from the UN General Assembly for Peace and Development estimated its economic value at US$3.2 billion. Today, the IPL is watched easily by over 300 million viewers across the globe. To term IPL as a ‘beast’ in world sport will be an understatement. IPL has inspired the start of several domestic and international T20 leagues.
The Board of Cricket Control in India has supported and nurtured the Afghanistan cricket team, Nepal, as well as employed ‘cricket diplomacy’ with the Maldives. Today, Indian dairy players, such as Amul and Nandini, sponsor international cricket teams like South Africa, the US, Sri Lanka and Scotland. This year's World T20 goes to the West Indies and the US for the first time.
The Board of Cricket Control in India has supported and nurtured the Afghanistan cricket team, Nepal, as well as employed ‘cricket diplomacy’ with the Maldives.
Indian chess coaches are also coaching foreign nationals in countries such as Romania and Norway.
However, can sports diplomacy entail concrete policy gains? At least in the case of the famous ‘ping pong diplomacy’ it did. After the Chinese cultural revolution, in 1971, China invited table tennis players from the US, famously called the ‘ping pong diplomacy’ that paved the way for the visit of then US President Richard Nixon. US records also show how ping-pong diplomacy helped lay the groundwork for establishing official diplomatic relations between the US and the China. The US looks at sports diplomacy as contributive to foreign policy gains.
'Sports Diplomacy 2030' envisages closer collaboration between Australian sporting codes, industry, and government to leverage the nation's sporting excellence in ways that enhance Australia's influence and reputation and advance our national interests.
In the Indo-Pacific, another case in which the Australian Government has envisioned the ‘Sports Diplomacy 2030’ plan, thereby making it an integral part of its diplomatic function, is worthy of mention. 'Sports Diplomacy 2030' envisages closer collaboration between Australian sporting codes, industry, and government to leverage the nation's sporting excellence in ways that enhance Australia's influence and reputation and advance our national interests. The strategy organises around four strategic priority areas to help deliver these goals: empowering Australian sport to represent Australia globally, building linkages with our neighbours, maximising trade, tourism, and investment opportunities, and strengthening communities in the Indo-Pacific. Evaluating these strategies is essential, as it formalises the integration of sports diplomacy into a nation's diplomatic framework.
Sports diplomacy has been a significant tool in international relations throughout history, enabling countries to showcase national prowess, enable policy gains, and foster collaboration among nations. Its ability to convene and unite people across borders makes it a powerful enabler for diplomatic functions. However, to fully harness the potential of sports diplomacy and move beyond the realm of sports itself, it is crucial to develop concrete policies and diplomatic actions that can translate the goodwill and cooperation generated through sports exchanges into tangible outcomes in the broader context of diplomacy and statecraft.
Sudarshan Ramabadran is a policy expert, author and international communications and public diplomacy professional.
The views expressed above belong to the author(s). ORF research and analyses now available on Telegram! Click here to access our curated content — blogs, longforms and interviews.
Sudarshan Ramabadran is a policy expert, author and international communications and public diplomacy professional. The views expressed are his own. ...
Read More +
PREV
.png)