Clients & Partners

We are trusted Sports Diplomacy experts that partner with governments, businesses, sports people and agencies to achieve positive social, diplomatic, and economic impact.

The Sports Diplomacy Alliance was formed by a team of world-class pioneers, experts and sports-fanatics that work in international sport, politics, research, and business. By providing access, strategic advice, and training, we partner with progressive institutions to design and deliver high-profile Sports Diplomacy projects worldwide.

We coined the term Sports Diplomacy, wrote the [actual] book on the topic, and produce real results, influence, and impact.

Like Nelson Mandela, we believe that “sport has the power to change the world” but it takes a team – an Alliance – to realise the vision.

Our Services

Over the past decade, we have worked with governments, sports and businesspeople to provide innovative solutions to the unique problems generated from the interplay between sport, politics and business. Whatever your game, we can help.

I want to develop a Sports Diplomacy Strategy

Image CORPORATE/SPORTS TECHNOLOGY THE FUTURE OF SPORT SPORT FOR DIVERSITY & INCLUSION GOV'T, MINISTRIES & AGENCIES DIPLOMATS IN TRACKSUITS SPORT-FOR-DEVELOPMENT

I want to develop a Sports Diplomacy Strategy

Image CORPORATE/SPORTS TECHNOLOGY THE FUTURE OF SPORT SPORT FOR DIVERSITY & INCLUSION GOV'T, MINISTRIES & AGENCIES DIPLOMATS IN TRACKSUITS SPORT-FOR-DEVELOPMENT

A champion lineup

The Alliance was formed to meet a demand for consultancy and training on Sports Diplomacy. We are proud to be the first and only organisation to have designed and measured its power. Not only did the Alliance coin the term ‘Sports Diplomacy’, we wrote the actual book on Sports Diplomacy and have worked on every major project across the globe in the years since.

Our team comprises the world’s foremost Sports Diplomacy academics, diplomats, sportspeople, and entrepreneurs. We hold PhDs and honorary fellowships in the fields of policy, diplomacy, and international relations, have won awards for our work all over the world, and lead global projects, teams and companies. You won’t need to look any further for the MVPs of Sports Diplomacy.

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Dr. Sarah Kelly OAM
Co-Founder and Director

Deputy Chair of the Brisbane Lions AFL Club, Leader of the Minerva Network’s Queensland Chapter, and winner of the Order of Australia Medal for services to sports administration.

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Mr. Simon Szewach
Co-Founder and Director

Managing partner of investment firm The Legats Group, and founder of leading sports technology companies Gelteq and SportsGel.

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Dr. Stuart Murray
Co-Founder

Associate Professor at Bond University, as well as honorary positions at The University of Edinburgh, University of Rijeka, and Griffith University.

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Playing the Sports Diplomacy Game

The Alliance has worked on major Sports Diplomacy projects all over the world. Each one has been unique, yet all have utilised sports to attract tourists, students, major summits, heads of state, entrepreneurs, athletes, and sports businesses to key regions. Done right, Sport Diplomacy is a strategic driver of economic growth, intercultural relations, and social transformation.

In the increasingly complex international relations system, The Alliance can help you unlock your government’s hidden Sports Diplomacy power and potential, and achieve real results.

Client Testimonials

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Helen Salmon | Director
British Council Australia

Our work with SDA grew from a very successful collaboration with colleagues at British Council Wales. It has become one of the most fascinating, enjoyable and potentially impactful projects of the UK/ Australia Season.
SDA are unique in their international expertise, impressive networks and range as a collective. As leaders in their field SDA taught us a great deal, building our team’s capacity and potentially seeding new opportunities. They are exceptional communicators, and everyone that we spoke with about the project got very excited.
SDA bring a sporting playfulness that sits naturally alongside deep expertise. I and my colleagues have found collaborating with them a delight.

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Bec Allen, Director | Public Diplomacy Programs
Department of Foreign Affairs and Trade

The Department of Foreign Affairs and Trade (DFAT) and the Sports Diplomacy Advisory Council were pleased to partner with the Sports Diplomacy Alliance (SDA) to co-produce the inaugural Australia/United Kingdom Sports Diplomacy Dialogue.
Sport has the power to unite and excite people in every corner of the globe and organisations such as SDA enable DFAT to partner with experts, academics and elite sports people to ensure that Australia remains a world leader in sports diplomacy.
Game on!

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Imanol Galdos | Director of Public Diplomacy and International Relations
Department of Culture, Donostia - San Sebastian

I feel fortunate to have met the wonderful professionals at Sports Diplomacy Alliance who have shown from the beginning a special sensitivity to interpret the singularities and potential of the important role that Basque sport plays as an international brand, and in the Basque identity as an essential part of Basque paradiplomacy. We are all convinced of the great possibilities that Basque sports diplomacy can and will develop in the future. For all these reasons I am enormously grateful to the Alliance.

Ready to deliver real impact with your next sport project?

Kick off with the Alliance team today