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Sports diplomacy, defined as utilizing sports to further national interests through a foreign policy approach, has significantly influenced international relations. To maximize its potential, concrete policies and diplomatic actions are essential. We look into how countries have employed sports diplomacy historically and in contemporary times, the role of non-state actors, and whether sports diplomacy can dissolve fragmentation among nations, ultimately assessing its worth as a diplomatic effort.

The Rise of Sports Diplomacy in International Relations

Sports diplomacy has recently gained significant attention in the mainstream discourse of international relations. Two notable events have underscored its growing importance and potential in shaping the future of diplomacy and statecraft.

●     Milken Global Conference Panel Discussion

At the Milken Global Conference, a panel discussion featuring prominent diplomats seeks the role of sports and health in fostering cooperation and collaboration among nations. The panelists explored how these domains could be leveraged to enhance diplomatic efforts and contribute to the future of international relations.

●     Saudi Arabia and FIFA Partnership

Saudi Arabia’s state-run oil and gas conglomerate, Aramco, became FIFA's major worldwide partner under a deal until 2027. This partnership includes sponsorship rights for prestigious upcoming FIFA events, such as the 2026 FIFA World Cup and the 2027 FIFA Women’s World Cup. Additionally, Saudi Arabia owns the English Premier League Club Newcastle United and is in pole position to host FIFA World Cups in 2034 and 2035. They have invested billions of dollars across various sports, including tennis, boxing, Formula 1, golf, and horse racing.

Historical Roots and Contemporary Significance of Sports Diplomacy

Sports diplomacy has emerged as one of the subsets of cultural diplomacy that has undoubtedly blurred borders, contributing to countries coming together.

●     Historical Examples of Sports Diplomacy

In history, sports have often been used as an international project. For example, Uruguay hosted and won the first FIFA World Cup in 1930. In 1934, Italy hosted the FIFA World Cup under dictator Benito Mussolini and also won. The 2026 FIFA World Cup will be jointly hosted by North American countries: Canada, Mexico, and the United States. Qatar gained significant international attention by hosting the FIFA World Cup, and the Emir of Qatar presenting a 'bisht' to Lionel Messi during the tournament sparked global discussion, symbolizing high respect and appreciation in Qatari culture.

●     The Olympics and Global Influence

The Olympics are a prominent example of sports diplomacy. China utilized the 2008 Olympics to showcase its prowess and attract global attention. The Olympics movement aimed to instill a love of peace and respect for life among international youth. Hosting the Olympics also led to significant cultural and educational impacts, with thousands of Chinese citizens enrolling in state-run English and etiquette classes to welcome international visitors. The presence of then-President George W. Bush in Beijing to support Team USA highlighted the diplomatic importance of the event.

Contemporary Sports Diplomacy

• India’s Cricket Diplomacy : India has made significant strides in cricket, with non-state actors playing a crucial role. The Indian Premier League (IPL) has become a financial powerhouse, with broadcast rights contracts worth US$6.02 billion for five seasons (2023–2027). The IPL is watched by over 300 million viewers globally and has inspired the creation of several domestic and international T20 leagues. The Board of Control for Cricket in India (BCCI) has supported and nurtured the Afghanistan cricket team, Nepal, and employed ‘cricket diplomacy’ with the Maldives. Indian dairy companies, such as Amul and Nandini, sponsor international cricket teams, including South Africa, the US, Sri Lanka, and Scotland. This year's World T20 will be held in the West Indies and the US for the first time.
• Chess Diplomacy :  Indian chess coaches are also contributing to sports diplomacy by coaching foreign nationals in countries such as Romania and Norway. This highlights the diverse ways in which sports can foster international collaboration and goodwill.
• Ping Pong Diplomacy : Ping pong diplomacy between the US and China is a famous example of sports diplomacy yielding concrete policy gains. In 1971, after the Chinese Cultural Revolution, China invited US table tennis players, paving the way for President Richard Nixon's visit. This event helped lay the groundwork for establishing official diplomatic relations between the US and China. The US continues to view sports diplomacy as a tool for achieving foreign policy objectives.
• Australia’s Sports Diplomacy 2030 :  Australia's 'Sports Diplomacy 2030' plan integrates sports diplomacy into its diplomatic function. The strategy aims to leverage the nation's sporting excellence to enhance Australia's influence and reputation, advance national interests, and foster closer collaboration with neighbors. The strategy focuses on four strategic priority areas: empowering Australian sport to represent Australia globally, building linkages with neighbors, maximizing trade, tourism, and investment opportunities, and strengthening communities in the Indo-Pacific.

The Power and Potential of Sports Diplomacy

Sports diplomacy has been a significant tool in international relations, enabling countries to showcase national prowess, achieve policy gains, and foster collaboration among nations.

• Blurring Borders and Building Bridges :  Sports diplomacy has blurred borders and contributed to countries coming together. It is considered one of the most delicate forms of influence, often referred to as the ‘softest of soft power.’ With the media, fans, and sports emerging as dynamic channels for empowering youth, sports diplomacy cannot be ignored. While it comes with its fair share of challenges, costs, and controversies, it remains a vital component of cultural diplomacy.
• The Role of Non-State Actors : Non-state actors, such as sports leagues and private companies, have played a crucial role in sports diplomacy. For example, the IPL's success in India has been driven by private investments and the involvement of non-state actors. Similarly, Indian dairy companies sponsoring international cricket teams exemplify how non-state actors can contribute to sports diplomacy.
• Challenges and Controversies : Sports diplomacy is not without its challenges and controversies. Hosting major sports events often involves significant costs, and the benefits may not always justify the expenses. Additionally, sports diplomacy can sometimes be used to mask underlying political tensions or human rights issues. Therefore, it is crucial to develop concrete policies and diplomatic actions to ensure that the goodwill and cooperation generated through sports exchanges translate into tangible outcomes.

Conclusion

Sports diplomacy has been a powerful tool in international relations throughout history, enabling countries to showcase their prowess, achieve 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.

Source- The Hindu