Andrey Volkov,
political scientist, geopolitologist in sports
political scientist, geopolitologist in sports
In recent decades, the tools of “soft power” have become an integral part of the foreign policy strategies of states, promoting and strengthening international relations. And among these tools, sports diplomacy holds a special place. By transcending traditional diplomacy, it engages the foreign audience through sporting events and initiatives, enabling countries to shape a positive international image and advance their interests on the international stage.
Latin America and the Caribbean (LAC) is a region rich in cultural and civilizational exchange, as reflected in its sporting culture. The continental part of Latin America is dominated by football, whereas the Caribbean favours baseball. However, the region’s sporting landscape is not limited to these sports. Indigenous peoples played many peculiar games, some of which are still partly alive today. Since colonial times, the region has been home to sports like horse racing, marathon running, bowling, and billiards. By the 19th century cycling, boxing, swimming, athletics, and gymnastics had gained popularity.
Notably, at the Paris 2024 Olympic Games, LAC countries showed high achievements in several sports: Cuban wrestler G. Rosillo won the Bronze in Greco-Roman wrestling in the 97 kg weight class; Colombian athletes B. Daniel Pintado and G. Morejón brought back silver medals in the marathon race walk mixed relay; Peruvian athlete S. Pesquiera excelled in sailing, winning a bronze medal in keelboat classes.
These Olympic achievements of Latin American athletes are a testament to the high level of their athletic performance and competitiveness. The participation of LAC countries in the international sports movement is rooted deep in history. Argentine José B. Zubiaur was one of the thirteen founders of the International Olympic Committee (IOC) in 1894. Ev-er since, representatives of the region have regularly competed in the Olympic Games. The Central American and Caribbean Games (CACGs), held since 1926, are the oldest regional competitions under the auspices of the IOC.
The Pan American (Pan Am Games), first held in Buenos Aires in 1951, became one of the largest multi-sport events after the Olympic Games. The active participation of LAC countries in international sports competitions underscores their commitment to integration and cooperation through sports, serving as a vivid example of effective efforts to develop sports diplomacy.
Football plays a special role in bringing together the region’s countries and can undoubtedly be called a driver of interregional integration. A prime example is the South American Football Confederation (CONMEBOL), which unites ten countries: Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela. The passion of these countries for football is seen not only in raising outstanding athletes, but also in the deep-rooted sporting culture.
The contribution of football legends Diego Maradona, Pelé, Garrincha, Ronaldinho, Ronaldo Nazário, Lionel Messi, and Neymar are undeniable. Their skill and athletic achievements have shaped the global perception of Latin American football as the epitome of technique, emotion, and spectacle. The countries of CONMEBOL are in fact united by football.
The regular COPA América championship aims to strengthen interregional ties and promote the Latin American sports brand on the international stage. It is the oldest continental football competition among national teams, previously held every two years and now taking place every four years.
In 2024, it was held in the USA, as Ecuador refused to host it. Argentina, as the defending champion, reaffirmed its status as one of the region’s strongest football powers by securing a record sixteenth title after defeating the Colombian national team. COPA América attracted significant attention and contributed to a surge in the popularity of Latin American football in North America. This championship is not just a mere sporting event, but also a vital platform for interaction among countries in the Western Hemisphere. TV conglomerates such as Univision and TUDN continue to actively promote Latin American football, broadcasting thousands of matches annually.
Notably, at the Paris 2024 Olympic Games, LAC countries showed high achievements in several sports: Cuban wrestler G. Rosillo won the Bronze in Greco-Roman wrestling in the 97 kg weight class; Colombian athletes B. Daniel Pintado and G. Morejón brought back silver medals in the marathon race walk mixed relay; Peruvian athlete S. Pesquiera excelled in sailing, winning a bronze medal in keelboat classes.
These Olympic achievements of Latin American athletes are a testament to the high level of their athletic performance and competitiveness. The participation of LAC countries in the international sports movement is rooted deep in history. Argentine José B. Zubiaur was one of the thirteen founders of the International Olympic Committee (IOC) in 1894. Ev-er since, representatives of the region have regularly competed in the Olympic Games. The Central American and Caribbean Games (CACGs), held since 1926, are the oldest regional competitions under the auspices of the IOC.
The Pan American (Pan Am Games), first held in Buenos Aires in 1951, became one of the largest multi-sport events after the Olympic Games. The active participation of LAC countries in international sports competitions underscores their commitment to integration and cooperation through sports, serving as a vivid example of effective efforts to develop sports diplomacy.
Football plays a special role in bringing together the region’s countries and can undoubtedly be called a driver of interregional integration. A prime example is the South American Football Confederation (CONMEBOL), which unites ten countries: Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela. The passion of these countries for football is seen not only in raising outstanding athletes, but also in the deep-rooted sporting culture.
The contribution of football legends Diego Maradona, Pelé, Garrincha, Ronaldinho, Ronaldo Nazário, Lionel Messi, and Neymar are undeniable. Their skill and athletic achievements have shaped the global perception of Latin American football as the epitome of technique, emotion, and spectacle. The countries of CONMEBOL are in fact united by football.
The regular COPA América championship aims to strengthen interregional ties and promote the Latin American sports brand on the international stage. It is the oldest continental football competition among national teams, previously held every two years and now taking place every four years.
In 2024, it was held in the USA, as Ecuador refused to host it. Argentina, as the defending champion, reaffirmed its status as one of the region’s strongest football powers by securing a record sixteenth title after defeating the Colombian national team. COPA América attracted significant attention and contributed to a surge in the popularity of Latin American football in North America. This championship is not just a mere sporting event, but also a vital platform for interaction among countries in the Western Hemisphere. TV conglomerates such as Univision and TUDN continue to actively promote Latin American football, broadcasting thousands of matches annually.
The influence of football on the mass audience is amplified by popular shows like “Ted Lasso” and “Welcome to Wrexham,” as well as Lionel Messi’s transfer to the American MLS club Inter Miami CF. His transfer became a potent symbol of the integration of Latin American football into North America, playing a notable role in expanding the audience and increasing the commercial appeal of the league.
The significance of this competition as a global football brand is con-firmed by marketing agency research. According to Ad Age-Harris, this championship is ranked among the top three in brand capital growth for Generation Z, surpassing the popularity of corporations such as Coca-Cola and Toyota. Numerous contracts demonstrate the growing interest of major international brands in the Latin American football market: Puma has officially become its ball supplier, and Michelob Ultra its global beer partner.
Lionel Messi, one of Argentina’s most renowned world athletes, served as the “sports ambassador” for the 2024 COPA. All this testifies that football is a powerful tool of sports diplomacy, which Latin American countries actively use to integrate into the international community. By organizing and participating in prestigious competitions, forging strategic partnerships with global brands, and promoting national football beyond the region, they are shaping a positive international image and strengthening ties with other nations. The influence of football extends far beyond sports arenas, becoming a tool of sports diplomacy and largely contributing to political and economic ties. A recent example of successful football diplomacy are the friendly matches between LAC and European national teams, which not only promote sports exchange, but also enhance international cooperation.
A major initiative is the participation of LAC clubs in intercontinental competitions, such as the FIFA Club World Cup.
Another promising area is interaction with North American leagues: the 2023 Agreement between CONMEBOL and the Confederation of North, Central America and Caribbean Association Football (CONCACAF) envisages holding joint competitions, aimed at further expanding the scope of football diplomacy. As evident, football in Latin America is not merely a popular sport but a crucial component of “soft power,” which promotes the region’s integration into the global community, shapes its image, and strengthens international ties. Sports diplomacy through football opens new horizons for LAC countries, transforming sports arenas into effective platforms for dialogue, cooperation, and the advancement of national interests.
Football in Latin America is a crucial component of “soft power,” which promotes the region’s integration into the global community. Using sports as a diplomatic tool is apparent both at the level of regional cooperation, and in the initiatives of individual LAC countries. Mexico, in particular, is one of the most active participants in sports diplomacy in Latin America, leveraging sports to promote values of international cooperation, peace, and sustainable development.
A vivid example was the “Sports Diplomacy and Cooperation for Peace and Development” forum, held by the Mexican Ministry of Foreign Affairs in partnership with various international research and coordination institutions. It is note-worthy that the Forum symbolically coincided with the 125th anniversary of the first Olympic Games of the 21st century.
Mexico views sports diplomacy as a platform for discussing the role of sports in addressing global challenges such as migration, gender equality, healthcare, and human rights, offering innovative diplomatic mechanisms through sports. The distinctive aspect of Mexico’s stance to sports diplomacy lies in the integration of sports programmes into its social development strategy.
The country regularly takes part in the Homeless World Cup, proving that sports can be an effective tool in combating social marginalization. Mexico’s experience shows that sports events help break down barriers of class, race, and gen-der, creating conducive conditions for inclusive and sustainable development of societies.
Sports diplomacy also show how sports bring together nations, reaching across geographical and cultural differences. A vivid example is the bond between Argentina and Bangladesh, strengthened after Argentina’s victory in the 2022 FIFA World Cup. Bangladeshi football passion for Argentina began with Diego Maradona in 1986, and was further fueled by the people’s love for Lionel Messi. Following the 2022 World Cup, sports diplomacy extended beyond the football stands.
Bangladeshi Prime Minister Sheikh Hasina congratulated the Argentina on its victory, and former Argentine President Alberto Fernández expressed his desire to reopen the embassy in Dhaka, which had been closed since 1978.In early 2023, Argentina’s Foreign Ministry solemnly reopened the embassy, 45 years after freezing diplomatic relations. Sports diplomacy also show how sports bring together nations, reaching across geographical and cultural differences.
Sports ties between the countries continued to develop. The Argen-tine Football Association supported the Bangladeshi cricket team. More-over, Bangladeshi football player Jamal Bhuyan signed a contract with the Argentine club Sol de Mayo, and young athletes from Bangladesh were granted the opportunity to train in Argentina. Cooperation is developing both ways—Argentina has expressed its intention to promote cricket, the national sport of Bangladesh, in Latin America. It is safe to say that Latin American sports diplomacy demonstrates high effectiveness as a mechanism for international cooperation and mutual understanding.
As the role of the Global South grows, so will its influence. Latin American sports diplomacy can expand this influence by embracing new areas of sports—promoting digitalization and the popular e-sports among Generation Z. The development of this diplomacy in the region opens up new vistas for cooperation with international partners.
In particular, joint competitions, educational programmes, and sports initiatives involving LAC countries and other regions will not only strengthen existing ties but also create new formats of collaboration. In this vein, sports is to be viewed not just as a tool of “soft power,” but also as a factor contributing to social-economic stability and sustainable development. As for Russia, cooperation with LAC countries in sports diploma-cy is a promising direction.
Despite geographical distance, the countries traditionally maintain friendly relations, and sports can serve as another bridge to reinforce these ties. Joint sports programmes, joint competitions, the 2023 Bolivarian Games attended by Russian athletes, for in-stance, and exchange of experience in training coaching staff can all foster interregional relations and facilitate political dialogue. Joint sports programmes and exchange of experience in training coaching staff contributes to Russian-Latin American relations.
Another promising area of cooperation is e-sports, mass sports, and youth programmes, where Russia can offer invaluable experience. Promoting sports events among young people and developing sports infrastructure in the region, in partnership with international stakeholders, can play a crucial role in fostering new generations of athletes and strengthening international relations. In this context, supporting sports initiatives aimed at the sustainable development of Latin America is of particular importance.
The significance of this competition as a global football brand is con-firmed by marketing agency research. According to Ad Age-Harris, this championship is ranked among the top three in brand capital growth for Generation Z, surpassing the popularity of corporations such as Coca-Cola and Toyota. Numerous contracts demonstrate the growing interest of major international brands in the Latin American football market: Puma has officially become its ball supplier, and Michelob Ultra its global beer partner.
Lionel Messi, one of Argentina’s most renowned world athletes, served as the “sports ambassador” for the 2024 COPA. All this testifies that football is a powerful tool of sports diplomacy, which Latin American countries actively use to integrate into the international community. By organizing and participating in prestigious competitions, forging strategic partnerships with global brands, and promoting national football beyond the region, they are shaping a positive international image and strengthening ties with other nations. The influence of football extends far beyond sports arenas, becoming a tool of sports diplomacy and largely contributing to political and economic ties. A recent example of successful football diplomacy are the friendly matches between LAC and European national teams, which not only promote sports exchange, but also enhance international cooperation.
A major initiative is the participation of LAC clubs in intercontinental competitions, such as the FIFA Club World Cup.
Another promising area is interaction with North American leagues: the 2023 Agreement between CONMEBOL and the Confederation of North, Central America and Caribbean Association Football (CONCACAF) envisages holding joint competitions, aimed at further expanding the scope of football diplomacy. As evident, football in Latin America is not merely a popular sport but a crucial component of “soft power,” which promotes the region’s integration into the global community, shapes its image, and strengthens international ties. Sports diplomacy through football opens new horizons for LAC countries, transforming sports arenas into effective platforms for dialogue, cooperation, and the advancement of national interests.
Football in Latin America is a crucial component of “soft power,” which promotes the region’s integration into the global community. Using sports as a diplomatic tool is apparent both at the level of regional cooperation, and in the initiatives of individual LAC countries. Mexico, in particular, is one of the most active participants in sports diplomacy in Latin America, leveraging sports to promote values of international cooperation, peace, and sustainable development.
A vivid example was the “Sports Diplomacy and Cooperation for Peace and Development” forum, held by the Mexican Ministry of Foreign Affairs in partnership with various international research and coordination institutions. It is note-worthy that the Forum symbolically coincided with the 125th anniversary of the first Olympic Games of the 21st century.
Mexico views sports diplomacy as a platform for discussing the role of sports in addressing global challenges such as migration, gender equality, healthcare, and human rights, offering innovative diplomatic mechanisms through sports. The distinctive aspect of Mexico’s stance to sports diplomacy lies in the integration of sports programmes into its social development strategy.
The country regularly takes part in the Homeless World Cup, proving that sports can be an effective tool in combating social marginalization. Mexico’s experience shows that sports events help break down barriers of class, race, and gen-der, creating conducive conditions for inclusive and sustainable development of societies.
Sports diplomacy also show how sports bring together nations, reaching across geographical and cultural differences. A vivid example is the bond between Argentina and Bangladesh, strengthened after Argentina’s victory in the 2022 FIFA World Cup. Bangladeshi football passion for Argentina began with Diego Maradona in 1986, and was further fueled by the people’s love for Lionel Messi. Following the 2022 World Cup, sports diplomacy extended beyond the football stands.
Bangladeshi Prime Minister Sheikh Hasina congratulated the Argentina on its victory, and former Argentine President Alberto Fernández expressed his desire to reopen the embassy in Dhaka, which had been closed since 1978.In early 2023, Argentina’s Foreign Ministry solemnly reopened the embassy, 45 years after freezing diplomatic relations. Sports diplomacy also show how sports bring together nations, reaching across geographical and cultural differences.
Sports ties between the countries continued to develop. The Argen-tine Football Association supported the Bangladeshi cricket team. More-over, Bangladeshi football player Jamal Bhuyan signed a contract with the Argentine club Sol de Mayo, and young athletes from Bangladesh were granted the opportunity to train in Argentina. Cooperation is developing both ways—Argentina has expressed its intention to promote cricket, the national sport of Bangladesh, in Latin America. It is safe to say that Latin American sports diplomacy demonstrates high effectiveness as a mechanism for international cooperation and mutual understanding.
As the role of the Global South grows, so will its influence. Latin American sports diplomacy can expand this influence by embracing new areas of sports—promoting digitalization and the popular e-sports among Generation Z. The development of this diplomacy in the region opens up new vistas for cooperation with international partners.
In particular, joint competitions, educational programmes, and sports initiatives involving LAC countries and other regions will not only strengthen existing ties but also create new formats of collaboration. In this vein, sports is to be viewed not just as a tool of “soft power,” but also as a factor contributing to social-economic stability and sustainable development. As for Russia, cooperation with LAC countries in sports diploma-cy is a promising direction.
Despite geographical distance, the countries traditionally maintain friendly relations, and sports can serve as another bridge to reinforce these ties. Joint sports programmes, joint competitions, the 2023 Bolivarian Games attended by Russian athletes, for in-stance, and exchange of experience in training coaching staff can all foster interregional relations and facilitate political dialogue. Joint sports programmes and exchange of experience in training coaching staff contributes to Russian-Latin American relations.
Another promising area of cooperation is e-sports, mass sports, and youth programmes, where Russia can offer invaluable experience. Promoting sports events among young people and developing sports infrastructure in the region, in partnership with international stakeholders, can play a crucial role in fostering new generations of athletes and strengthening international relations. In this context, supporting sports initiatives aimed at the sustainable development of Latin America is of particular importance.