Four years of an ‘America First’ foreign policy has made ‘America Alone.’ Alliances are frayed, friendships stretched to the breaking point, and the post-1945 global order eroded without clear, consistent U.S. policy positions for partners to refer to in their own policymaking processes. U.S. diplomacy is in crisis, as is its conduct with a Department of State decimated by budget cuts, loss of institutional expertise, and historically low morale in an ethical leadership vacuum. Moreover, diplomats have an ever-more-difficult time doing their job overseas because the United States’ soft power, the ability to use argument and persuasion in effectively influence networks, has crumbled. The United States ranked fifth in the Global30’s annual Soft Power 30 Rankings in 2019, down from first place in 2016. There is a dire imperative to rebuild the United States’ reputation and role within the international community—and sports diplomacy can play a vitally important role providing comparatively easy, early wins.
Sports are a natural realm through which the United States can work to once again become a reliable team player, rebuild soft power capital, and regain the world’s trust and respect. There is a long, strong history of U.S. sports serving as a beacon to others, from the push for civil rights led by Muhammad Ali, Bill Russell, and Arthur Ashe to the impact of Billie Jean King fighting for gender equality and Title IX’s influence providing more equitable opportunities for women and girls worldwide. The U.S. Department of State’s Sports Diplomacy office does good work facilitating sports exchanges, visits, and envoys. But a much more robust rubric is necessary to combat the many foreign policy and national security challenges of 2020—and it must be predicated on today’s global sports world.
It is no longer sufficient to merely send U.S. athletes and coaches overseas or to bring foreigners to the United States. In today’s crucible, this model risks the optics of missionary zeal and proselytizing when most of the world no longer looks to the United States for leadership in foreign policy, environmental affairs, public health, human rights, and more. That’s why a new U.S. sports diplomacy approach is required, one that is holistic, that seeks to engage with others, and harnesses all of the tools in our diplomatic toolbox to resituate U.S. contributions to a global sports system.
There are numerous examples of the sports diplomacy framework in action. Basketball diplomacy in 1966 lubricated relations between France and China at a time when both countries sought independence from Washington and Moscow, as well as greater influence with the recently decolonized Global South/nonaligned countries. Digital soccer diplomacy by U.S. Ambassador to Portugal Robert Sherman during the 2016 UEFA European Championship engaged the Portuguese public, generated goodwill, and built U.S. soft power reserves locally with the host country. Sports diplomacy can boost a country’s economy, such as the case for France as host of the 2016 UEFA Euro translated into an additional 613,000 football-specific foreign tourists to France and generated €1.22 billion in economic activity. And importantly, sports diplomacy can impart a country’s ideals to others around the globe, such as how generations of U.S. girls who benefited from playing sports via Title IX provisions have influenced their foreign counterparts’ push for greater equity and equality in sports and beyond through formal exchanges like the Department’s Global Sports Mentoring Program (GSMP) as well as through informal cultural and knowledge transfers.
We know sports diplomacy can be a helpful tool, but a new game plan is needed, and it must be conceived of thoughtfully with intention. Innovation and creativity are required, as is recognition that the country operates within the larger global sports world—championing the U.S. way as the “best” rings hollow and only serves to reinforce foreign public and officials’ opinion of the United States as ‘America First.’ One of the most expedient ways to start to rebuild U.S. soft power collateral and reintegrate into the global world order is to deploy a new sports diplomacy approach, couched in an understanding of and references to a global sports diplomacy. In doing so, we can help diplomats, as well as sports industry officials and representatives, to improve morale and avoid costly blunders while reengaging with the world and rebuilding the country’s ability to persuade and lead.