Government and Public Agencies

What if you could leverage your culture, identity and values to connect with international stakeholders through sport? 

Sports Diplomacy is a new way of phrasing a timeless method to enact powerful change while respecting sovereignty, culture, and geo-politics. 

Now, what if you had world-leading expertise in the fields of sports, international relations, diplomacy, and business to help make your vision a reality? 

The Sports Diplomacy Alliance can equip you, like an elite athlete, with the training, strategy and ‘game sense’ needed to harness the power of sport for a positive diplomatic, social, and economic impact. 

Playing the Sports Diplomacy game 

Sport is a universal language that transcends politics. It has a history of bridging geo-political divides and enjoys strong political, electoral, and patriotic support.  

But the race is on and, across the globe, sovereign powers are strategically using sport as a low-risk, low-cost and high-profile way to improve socio-cultural ties, build people-to-people relations, build trade and education links, for example.   

The Sports Diplomacy Alliance (the Alliance) works with governments at every level, from local agencies to sovereign states. We review, design, implement, and evaluate Sports Diplomacy strategies, and provide objective advice on how sport can amplify your policy, values, and interests.  

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.