Sports diplomacy is still a new concept to many. Many people have circled around the idea but many professionals in the field have not heard of the term or words put together. It can be simply defined as using the power and tool of sports to build relationships while improving communications or coming to agreement on a common goal.
Sports diplomacy has not historically received the media attention that it truly deserves, and most sports business degree programs do not do enough to bring up this important topic. With major global sporting events finally returning to the United States, sports diplomacy has to become a focal point in the coming years. Overseas events are well recognized and covered by ESPN or many different social networks. This isn’t just for the sake of sports fans, but a tool that is used in government.
Most people are unaware that there is a specific division inside the U.S. State Department that is solely focused on sports diplomacy, even though the program has been around since 2002.
The U.S. recently ended the third-longest drought in its history (24 years) of not hosting a mega global sporting event. The last mega event prior to the men’s 2026 World Cup was the 2002 Winter Olympics in Salt Lake City.
Given that considerable time span, people have forgotten or are unaware of what sports diplomacy is. The U.S. is in the midst of hosting a decade of major global sporting events through 2034, which could be continued if the bid to host the 2038 Men’s World Cup is awarded. From 2024 to 2034, the United States is in the process of hosting all of these mega global sporting events: Starting off 2024 was the ICC Men’s T20 World Cup, followed by the Club World Cup in 2025, FIFA World Cup in 2026, Summer Olympics in 2028, FIFA Women’s World Cup in 2031, Rugby World Cup in 2031, and finally the Winter Olympics in 2034.
The United States is at the epicenter for these global events. That involves higher support needed inside and around Washington, D.C. The American Decade of Sports Act has advanced in committees in both chambers but has yet to pass to the House or Senate. This act is expressing and spotlighting more needed support to sports diplomacy initiatives along with providing more assistance, as the U.S. is going to continue to host these prestigious and highly sought-after global tournaments.
This matters to our country, and it is an amazing way to help with our overall brand image. I remember this past winter/spring, when morale leading up to the World Cup was very low but was able to raise high and showcase true American hospitality, which impressed the globe with a positive perspective of the United States and made the 250th anniversary celebrations even more special.
Samuel Hymes is a Washington, D.C.-based communications strategist specializing in global sport and the economics of major international events.
