The US is seen by some as the center of just about everything. But over the next few years, that claim will be more justifiable when it comes to sports. The eyes of the world will be on the nation as it hosts some of the biggest events on the calendar, with the FIFA World Cup taking place this summer, and the Olympics arriving in 2028.
There are many who say that politics and sports should not mix, allowing everyone to enjoy healthy competition without the need to make statements on the state of the world at the same time. But the two worlds quite often collide, and can actually be beneficial to each other. The idea of sports as a soft power is very real and could be something that the US could take advantage of in the years ahead.
Soft power refers to the ability to influence others through attraction rather than coercion. Sports would seem to be perfect for this role, with events, teams, and athletes, who are more regularly featured in the best US online sportsbooks, acting as ambassadors for the US to help relations with other countries. OnlineSportsBetting.net is the best place to discover those betting platforms, but just how does this notion of soft power through sports manifest itself?
Cold War Rivalry
If you don’t believe that sports can be political, just take a look back at the Cold War. During that era, the US and the USSR used sports as a way of expressing their relative power during an intense rivalry. Other nations fell in line on either side, and events like the Olympic Games became focal points for the divide.
Sports was used as a propaganda tool during the Cold War, and although that period has now ended, the same tactics can still be seen in the relationship between the US and China to some extent. This kind of historical influence should be noted as a way that sports can be used as a soft power across the world, and how it could manifest itself in the future.
Major League Games
Using sports as a soft power is nothing new, therefore. But it is something that is still happening with the major leagues in the US. The NFL is probably the most popular league in the country, and it has been extending its influence across the world in the form of international games for years.
The NBA is also incredibly popular, following the NFL’s lead in staging games in Europe and beyond, as well as investing in the game globally. These acts of goodwill obviously benefit the leagues themselves, but they also present a friendly face for the US to project across the world and increase diplomacy.
The Power of Celebrity
It is not just offering the chance for overseas fans to watch NFL or NBA games that works in the US’s favor, however. The power of celebrity has always been recognized as a useful tool by politicians and governments, and sports athletes are now very much part of the wider celebrity world.
Athletes can act as excellent ambassadors for their countries, whether they are visiting other nations or not. The huge popularity of American sports leagues and teams across the globe allows the stars of the show to become household names far beyond the cities in which they play. The way the athletes conduct themselves can help shift perceptions of the US as a whole and project the nation’s values abroad.
Big Event Diplomacy
With international games and athletes acting as ambassadors, the idea of soft power through sport is obviously an ongoing and never-ending exercise. But it is when the really big sports events come around that the US can really flex its muscle in this way. The World Series and Super Bowl can play their part, but international competition offers even more opportunities.
All the major leagues in the US do have an international element, of course, thanks to the inclusion of Canadian teams. But the true international tournaments, where national teams and athletes compete against each other, are unrivalled when it comes to soft power opportunities. The fact that the US will be hosting or co-hosting some of these over the next few years gives it an excellent chance of influencing other nations and using the soft power of sports effectively.
Sports as a Common Language
There are many ways that nations can become divided. There are also other non-political ways that barriers are built that make it more difficult for diplomatic ties and bonds to strengthen. But sports can play a vital role in breaking down those barriers. Where language and beliefs sometimes make it hard for the US to grow relationships with other countries, sports can act as a common language.
The soft power that sports can provide, using famous athletes or popular teams and leagues to grow friendships and increase attraction, should not be underestimated. Sports finds itself in a peculiar place of strength where even intense rivalry and competition can be harnessed in a positive way that ends up benefiting all parties. This kind of soft power is invaluable for the US in the way it can deal with other nations, and should be one that everyone is pushing as a force for good.
