The Diplomatic Power of America’s Sports Mega-Decade

Reflecting on the Paris Olympics, we are reminded of the unifying power of international competition and the shared humanity it fosters. In a world fractured by conflict, the Olympics serve as a unique platform for promoting competitive camaraderie and bridging global divides.

The increasing globalization of sports has ignited discussions about sports diplomacy, a concept that, according to FIFA President Gianni Infantino, merges the traditional use of sports for policy goals with contemporary practices. Infantino described it as “a relatively new term” that embodies an age-old practice of using sports to drive positive change.

Historically rooted in ancient Greece’s Olympic Truce, sports diplomacy now benefits from several converging factors that enhance its role as a global connector. The U.S. Department of State has expanded its sports diplomacy initiatives, including the Sports Envoy Program, which sends American coaches and athletes to lead clinics around the world.

The rise in popularity of women’s sports also marks a remarkable shift. Athletes like Caitlin Clark have become international icons, inspiring women and girls globally and boosting the visibility of women’s sports.

Additionally, sports traditionally confined to national or regional arenas, such as basketball and American football, are gaining international audiences, thanks to media coverage and streaming technology.

The Paris Olympics saw substantial viewership, with approximately 300 million people engaging through the official app and website, and U.S. viewership increasing by 82 percent from Tokyo 2021.

Business investments in sports also play a crucial role. Professional leagues and private investors are expanding internationally, enhancing cultural exchange and generating economic benefits. For instance, the NFL and NBA are exploring new markets in Europe and Mexico City, while European soccer teams test the U.S. market.

Governments can further sports diplomacy by creating collaborative frameworks involving leagues, investors, and officials to enhance global impact. With major sporting events like the 2026 FIFA World Cup and the 2028 Los Angeles Olympics on the horizon, the U.S. is poised to lead in expanding sports diplomacy.

As the Paris Games conclude, the Olympic Committee’s recent decision to include athletes from Russia and Belarus as neutrals highlights the ongoing relevance of sports in addressing international conflicts. Past Games, such as the Tokyo 2020 Olympics, have shown how sports can foster unity, as exemplified by the shared gold medal between high jumpers from Qatar and Italy.

In Paris, the Olympics have revitalized local communities, creating jobs and transforming the Olympic Village into a new residential-commercial complex. Sports diplomacy remains a powerful avenue for fostering unity, economic growth, and social progress, embodying Nelson Mandela’s belief that “sport has the power to change the world.” As we approach a new era of sports in America, this spirit of transformative potential continues to inspire.