America’s mega-decade of sports is a powerhouse of diplomacy

As we remember the Paris Olympics, the world will reflect on the shared humanity and peaceful international competition that the games fostered. As our conflict-riven world desperately seeks new ways to foster competitive congeniality — in ways only the Olympics would bring — new players are taking center stage. 

The globalization of sports has spurred renewed conversation around the little-understood impact of sports diplomacy. In 2021, FIFA President Gianni Infantino called it, “a relatively new term” that “describes an old practice: the use of sport to realize policy goals, to help bring about positive social change.”

While the practice of sports diplomacy can be traced back to ancient Greece and the concept of the Olympic Truce, the convergence of several forces has combined to create a magic moment that can pave the way for sports to fulfill their potential as a global bridge builder and force for positive social change.  

First, the U.S. Department of State has launched and expanded new programming around sports diplomacy, including its Sports Envoy Program, which sends American coaches and athletes worldwide to hold sports clinics for young people.

Second is the elevation and exploding popularity of women’s sports in the U.S. and beyond. Just ask Naismith National Player of the Year recipient Caitlin Clark. Journalists from France have flown in to cover Clark, hailing her as an inspiration for women and girls worldwide. She and other trailblazing female athletes have sparked an explosion in the popularity of women’s sports worldwide in the past year.

Third, while sports like soccer (football), tennis and golf have long been global, traditionally national or regional sports like basketball, American football and Formula 1 are expanding and democratizing audiences. This is propelled by TV series, social media and streaming technology that has allowed sporting events to take on international significance, accelerating economic change and social progress for communities worldwide. 

The Paris Olympics’ official app and website viewership reached approximately 300 million people, while NBCUniversal’s services garnered an average of 30.6 million viewers throughout the 17-day event. Similarly, U.S. viewership increased by 82 percent from the 2021 Tokyo Games, marking this year’s event the highest in viewership since the 2012 London Olympics.

Fourth is the role of business in expanding markets. Professional sporting leagues and private equity partners are investing in international expansion because of the enormous potential to build audiences and revenue growth. The NFL is considering launching new teams in Europe, the NBA is pushing for expansion into Mexico City and European soccer teams are testing the U.S. market with preseason matches.

This “export” leads not only to cultural understanding — think of the many European NFL fans drawn to the sport for its American appeal — but also profound economic and social benefits for communities worldwide. This includes direct revenue from ticket sales, merchandise and broadcasting rights and indirect impacts such as increased employment, public infrastructure investments and higher demand for local services like hotels and restaurants.

Nonetheless, governments can and must play a role in fostering sports diplomacy, such as establishing a unifying body of leagues, investors and government officials geared toward furthering sports’ diplomatic influence and global benefits. Imagine if FIFA, the NFL, the NBA, the WNBA, the International Cricket Council and others could come together to discuss their global impact, share best practices and work with governments to promote stronger community impacts worldwide.

Now is an excellent time for the U.S. to take the lead in expanding and maintaining sports diplomacy, as we are on the doorstep of a new “decade of sports” here in America. The 2026 FIFA World Cup, the 2028 Summer Olympics in Los Angeles and the 2034 Winter Olympics in Salt Lake City on the horizon offer unprecedented opportunities for U.S. diplomacy and for showcasing sports’ economic and social benefits.

Today, we celebrate and consider the closing of the most important moment for sports diplomacy in Paris. Consider the International Olympic Committee’s recent decision to include athletes from Russia and Belarus as neutrals. The praise and condemnations of that ruling reveal these games’ significance in today’s international conflicts.

The committee has good reason to hope the games could promote understanding and conflict resolution. Past Olympic Games have been filled with stories, often small moments that make a big statement.

In the Tokyo 2020 Olympics, high jumpers from Qatar and Italy both cleared the same height and were given the option to compete in a jump-off. Instead, the two friends decided to share the gold medal, leading to a joint celebration between the nations.

French officials have used the Paris Games as an opportunity to revitalize local communities by providing a large number of jobs to urban neighborhoods. With the conclusion of the games, the Olympic Village will be transformed into a residential-commercial complex, supplying walkable paths and new outdoor spaces.

Sports diplomacy offers a unique path toward unity, economic growth and social progress, and the world needs all three today. 

We would do well to remember the words of Nelson Mandela: “Sport has the power to change the world, it has the power to inspire. Sport can create hope where once there was only despair.” 

The decade of sports dawning in America provides a unique opportunity for us to carry this spirit forward.

Amb. Stuart Holliday served as United States ambassador for special political affairs at the United Nations from 2003 to 2005 and is chief executive officer of Meridian International Center.