The Case for Sports Diplomacy

The intersection of sports and diplomacy is increasingly part of everyday business in today’s interconnected world. Governments and NGOs, sports federations and leagues, teams and athletes, academia, the media, and the private sector all utilize or conduct sports diplomacy.

But what, exactly, is sports diplomacy? 

Simply put, it is communication, representation, and negotiation — three key acts of diplomacy — in or through the prism of sports. It is a people project built on hope, investment in people, and an openness to engaging with the world.

Sports diplomacy has the capacity to “do good,” but don’t confuse it with sports for development, philanthropy, or sports-orientated Corporate Social Responsibility (CSR). 

Sports diplomacy is implicit for many organizations, a theme interwoven throughout C-suite executive communications, internal operations, and public-facing storytelling and brand identity for governments, professional leagues and teams, athlete brands, and more. Just a few examples include,

• The Government of Australia’s Department of Foreign Affairs and Trade recently implemented an aggressive sports diplomacy policy as part of its tourism, sports, and business development plan.

• NBA Commissioner Adam Silver referenced using basketball diplomacy to ease trade and business tensions between China and the United States ahead of the 2019 NBA Finals. 

• Multi-national companies, teams, and athletes are already conducting informal aspects of sports diplomacy when they communicate, negotiate, and represent to their global audiences, including the likes of NIKE, Adidas, Roger Federer, or Manchester United. 

I can help your organization better understand the intersection of sports and diplomacy as it relates to your work, whether you are a government entity, private sector enterprise, media, non-profit/NGO, or individual athlete, coach, or industry professional. Doing so helps institutions and people alike tap into this prism to reinforce identity, messaging, infuse storytelling capacities with dynamic narratives, and up-levels professional and leadership development offerings.

My sports diplomacy-centric consulting services include: Strategic Communications, Storytelling, Thought Leadership, Briefings, Trainings and Workshops, and Assessments.

Please contact me to exchange further.