In the 21st century, power battles between nations are not just fought through military conflicts or economic warfare. Countries also use culture as a domain to gain and display political control. Sport is a key cultural export which nations can use to gain or express soft power.
But first, what is soft power? Soft power involves using influence, rather than forceful tactics like military or economic threats, to achieve political goals. Culture is an essential element of soft power, and there are few cultural forces that are more visible or lucrative than sport. Sport serves as a platform for politicians to create an image of national or individual excellence, shaping a country’s public perception and standing in the realm of global politics.
One way that sport is used to signal soft power is through displaying a nation’s economic and cultural strength. Organising high-profile sporting events requires vast amounts of money, infrastructure and transport. For example, host nations spent $178 billion on Summer and Winter Olympic Games from 2000 to 2024, despite the total budgets for all editions in that time being $61.2 billion. The inherent ability to fund such spectacles signals a country’s financial might as few nations are willing, or even able, to do so due to economic instability or other national priorities.
The high viewership of major sports tournaments provides the perfect stage for nations to emphasise their cultural weight and prestige to a global audience. Successful athletes representing their country reflects a nation’s good governance by giving the physical and financial facilities necessary for elite sportspeople to train. Additionally, opening and closing ceremonies provide a non-sporting opportunity for a government to narrate their country’s history and display their wider culture through artistic performances.
Donald Trump is a modern example of a political figure using sport to signal a nation’s power. Particularly during his second term as US president, sport has become a vessel to express his ideals of American pride. Through executive orders, Trump has established task forces for both the 2026 FIFA World Cup and 2028 Summer Olympics in Los Angeles. However, these task forces are for more than ensuring that the tournaments will run smoothly.
A White House statement affirms that the aims of the LA Olympic Games are to “celebrate American excellence” and “reinforce [America’s] status as the premier global destination for major events”. The Trump administration aspires to host extravagant sporting events that reflect the country’s status as the world’s unrivalled economic force. Additionally, over the past 20 years, emerging powers like Russia and China have hosted the likes of the Olympic Games and FIFA World Cup, giving them the chance to share their national brands. The Trump administration’s desire to host the most grandiose sporting tournaments becomes a battle against other nations trying to gain worldwide cultural relevance.other nations trying to gain worldwide cultural relevance.
In addition to signalling their strength to the international community, countries also use sport as an avenue to strengthen their economy. Hosting prominent sports events requires extensive logistics, hospitality and infrastructure. Building world-class sporting venues and providing hospitality can expand a country’s workforce by creating jobs in the construction and service sectors. Countries developing a reputation for managing well-organised sport competitions can attract foreign investment and tourism. A government developing international sports projects can also help foster diplomatic ties with other states. Ultimately, global sports investment can facilitate cross-border collaboration and trade. A national government contributing to the growth of another country’s sport industry has the capacity to positively shift the perception of the benefactory administration.
Saudi Arabia is an example of a nation using sport as a springboard to earn global political authority. The Saudi government’s spending on sport is part of the Saudi Vision 2030 initiative to diversify the country’s economy and curb its reliance on oil. Since the plan was launched in 2016, the state has become home to a Formula One Grand Prix and multiple professional boxing matches, bringing corporate sponsorship and tourism to the country. The Saudi Public Investment Fund has also financed sports projects abroad, such as English Premier League club Newcastle United. International sports investment like Newcastle United act as a gateway for Saudi Arabia to bring foreign capital and expertise from other nations to grow the Saudi sports industry. While oil remains the bedrock of the kingdom’s economy, the share of the non-oil economy has risen from 60% in 2015 to 68% in 2024. The growth of the service sector, driven by sport expenditure, has contributed to this rise.
The use of popular sport to further a political agenda is nothing new. However, the shift towards a multipolar world leaves nations desperate for new methods to grasp power. The desire for governments to control popular sports like never before indicates the burgeoning politicisation of even seemingly neutral spaces and reiterates that sport can never truly be apolitical.