Statistics show that a combined 3.572 billion viewers – more than half of the global population aged four and over – tuned in to watch the world’s ultimate football competition, the 2018 World Cup, according to Federation International de...
moreStatistics show that a combined 3.572 billion viewers – more than half of the global population aged four and over – tuned in to watch the world’s ultimate football competition, the 2018 World Cup, according to Federation International de Football Association (FIFA), (FIFA,
2018). FIFA 2018 also noted that the final match between France and Croatia on 15 July attracted a combined global audience of 1.12 billion, comprising 884.37 million viewers tuning in to linear TV coverage and a further 231.82 million out-of-home and digital-only viewers. This paper looks at the FIFA World Cup and its contribution to diplomacy through sports diplomacy.
Diplomacy is defined as the established method of influencing the decisions and behavior of foreign governments and peoples through dialogue, negotiation, and other measures short of war or violence. Diplomacy is a way that countries exercise soft power.
Sports diplomacy falls under public diplomacy, defined by Gilboa (2008 as cited in Esherick, Baker, Jackson, & Sam, 2017) as a tool to improve intermediate and long-term relations between states by influencing the public abroad to accomplish foreign policy goals.
Diplomacy is a dialogue between states. Sport is an essential component of culture, and sports diplomacy is used to bring people together and for countries and teams to showcase and exchange their talent and culture. The essence of cultural diplomacy is to
educate, enhance, and sustain relations to build dialogue, understanding, and trust between all peoples, according to the Institute for Cultural Diplomacy, Berlin.
Countries are looking for ways of using sports not only as a recreational activity and cross-cultural agent but also as an agent of diplomacy and nation branding. The Australian government has come up with the Sports Diplomacy 2030 strategy framework meant to use sports to empower Australian sports to represent Australia globally and to build linkages with its neighbors, maximize the trade, tourism, and investment opportunities, and strengthen communities in the Indo-Pacific and beyond (Government, 2019).