‘Sports diplomacy’ can be defined as ways that states use sports and sporting events to strengthen their relationship with other states or leverage a particular outcome. It has become a feature of international relations that is often brushed aside compared to traditional conceptions of diplomacy. Historically, it has had an important influence in acting as an arm of soft power. Specifically, sport has been used to influence cultural exchanges and political values among nations. Australia has been a frontrunner in recognising the importance that sports can play in soft power. This can be highlighted in their use in areas of development and investment within the NBA.
The essential concept of sports diplomacy was widely recognised during the Cold War era to explain the easing of relations between the United States and China in 1971. At the time, an exchange between American and Chinese table tennis players at the 1971 World Table Tennis Championships, an act subsequently described as ‘ping-pong’ diplomacy, led to the initiation of official dialogue between the two countries. According to Kissinger, this exchange through sport increased “external pressure on the Soviet Union, facilitated the U.S. exit from the Vietnam conflict, and laid the foundation for subsequent Sino-American cooperation”. Most symbolically, it led to US President Richard Nixon’s visiting the Chinese mainland in February 1972, making him the first US President in history to do so. Nixon would later describe his eight-day trip as “the week that changed the world”. Similarly, in 2018, the Winter Olympics in Pyeongchang acted as a vehicle for North Korea and South Korea to have contact without the difficulties of traditional options.
Sports diplomacy can also be useful in bolstering the national image of states. For example, the 1964 Tokyo Olympics has been argued as an important step in Japan’s re-engagement with the international community in the post-war era. Similarly, the 2010 FIFA World Cup in South Africa was heralded as an opportunity for the nation to demonstrate itself as a democratic global power while attracting tourism and foreign direct investment (FDI).
Australia’s Sports Diplomacy
Australia has recognised the value that sport can bring to the nation and launched a Sports Diplomacy Strategy in 2015. The 2015 strategy’s mission was to increase the importance and influence of Australia’s sports credentials and assets in the Indo–Pacific region and beyond. This was facilitated through four key goals: Connecting people & institutions; enhancing sport for development; showcasing Australia; and Supporting Innovation and Integrity. Julie Bishop, the Foreign Minister at the time, noted that this strategy would leverage Australia’s “outstanding sports skills, facilities and knowledge to promote Australia and strengthen our links with countries and communities in the region.”
Building on the success of the 2015 strategy, Australia created Sports Diplomacy 2030 in 2018. The 2030 strategy remains to have a global focus but with a greater emphasis on engaging with Australia’s neighbours in the Indo-Pacific. This aligns with a significant effort by Australia to engage more with the Indo-Pacific and promote a stable and prosperous region. As recognised in the 2017 White Paper, geopolitical shifts in the region have increased the importance of Australia’s role in it. Sports can thus act as a conduit to further Australia’s existing diplomatic efforts.
In particular, a key focus of the Sports Diplomacy 2030 plan is to develop and create new sporting links between Australia and the Pacific, from the grassroots through to professional sporting levels. This has been implemented through the Australia Pacific Sports Linkages Program, which aims to create opportunities for new and diverse talent to play in Australian sporting competitions while supporting the development of professional sport in the Pacific. This form of sports diplomacy turns sporting professionals into ‘cultural’ ambassadors for Australia and allows them to participate in exchanges outside the typical realm of political relations and direct diplomacy. Ultimately, helping to build Australia’s standing in the region and strengthen relationships in the Indo-Pacific.
Besides strengthening people-to-people skills, sports diplomacy also allows Australia to promote the Sustainable Development Goals and assist its implementation in the region. In particular, the 2030 plan addresses inequality and violence against women by creating the Australian Sports Partnerships Program, which aims to financially support the development and delivery of safer, more inclusive sports programs that support gender equality, disability and inclusion, and create leadership pathways for participants.
A successful example of this is the Pacific Volleyball Partnership. It has been internationally recognised as a program that provides more sporting opportunities for women while also changing societal attitudes on women. The Pacific volleyball Partnership attempts to improve such access to sports for women and girls whilst building consensus amongst men in these communities that women’s participation in sports would benefit the community’s interests. These investments also provide net positive outcomes for communities in Australia and the Indo-Pacific; it is estimated that $7 is returned into the economy for every $1 spent on sport, contributing to combined economic, health and educational benefits. Such investments are essential to Australia’s interests in the region, particularly as a form of engagement that promotes diverse people-to-people links in the Pacific whilst establishing more pathways for future participation between Australia and Pacific states in cultural exchanges. Ultimately, it is hoped that this will improve Australia’s previous, limited engagements with the Pacific, which have been limited to economic aid for the purpose of maintaining political influence, with a more proactive approach in order to ensure that strong relationships are established and nurtured.
Sports Diplomacy and the NBL
The benefits of Australia’s sports diplomacy goes beyond areas of development and aid. Through the assistance of Australia’s leading sports bodies and Australia’s involvement in international federations or international organisations, Australia has successfully utilised sports diplomacy in areas of national image, investment, and tourism.
In particular, the National Basketball League (NBL) has contributed to the Australian Government’s Sports Diplomacy 2030 plan to create and shape a new identity for the League while also influencing Australia’s place in international sport. The NBL has implemented various strategies to achieve these goals. Firstly the NBL has developed the ‘Next Stars’ program to attract future NBA (the US’ ‘National Basketball Association’) talent to play in the Australian league instead of the American NCAA program. Most recently, the ‘Next Stars’ program has seen Australian Basketball player, Josh Giddey, opt to play for the Adelaide 36ers before being drafted at the 6th spot in the NBA draft. The program has allowed Australian players and Australian-trained players to represent Australia in competitive international sporting bodies. The NBL can thus contribute to the goal of ‘Empower Australian Sport to Represent Australia Globally’ in the 2030 plan.
Secondly, the NBL has expanded its broadcasting internationally through deals with the Chinese broadcaster Youku, as well as in the US with ESPN and the Amazon streaming service Twitch.tv. As such, it is contributing to Australia’s international presence. According to Jeremy Loeliger, the NBL Commissioner, the timing of the Australian Basketball Games also fits well with Chinese viewers and the timing of the Chinese League games. This allows the league to enter some of the biggest global markets for basketball, providing greater long-term investment opportunities for the league while also strengthening Australia’s image in the region through sport.
Alongside the Next Stars program, the NBL has brought in an influx of FDI into Australia, with NBA players such as John Wall of the Houston Rockets and the Australian Dante Exum having ownership stakes in the South East Melbourne Phoenix. Additionally, the previous general manager of the Philadelphia 76ers also owns a large stake in the Illawarra Hawks, further exemplifying the capacity of the NBL to connect Australian basketball to global markets. These investments are only likely to expand in the future as the League continues to develop its focus on attracting investment from international markets such as China and the US, correlating with the aims of Sports Diplomacy 2030.
The NBL and Basketball Australia have also showcased Australia’s capability to host large-scale international events and increase tourism opportunities. In 2019 the Australian Boomers hosted Team USA in front of 100,000 people over two nights at Marvel Stadium. The Victorian Minister for Tourism and Major Events at the time, John Eren, noted that “This … will not only inspire our young athletes to hit the court but attract fans from interstate and overseas – and that’s good news for Victorian jobs, businesses and the economy.” This also coincides with the Australian Government’s successful bid to hold the 2022 FIBA Women’s World Cup, as well as the 2023 FIFA Women’s world cup, exemplifying Australia’s continued focus to use these international sporting events to attract tourism into Australia by showcasing the region’s landmarks alongside its sporting abilities, whilst also promoting women’s sport in the region.
The NBL has allowed us to see the use of Australia’s Sports Diplomacy 2030 plan. By showcasing Australia’s excellence on the world stage, more individuals and organisations may look to bring investment into Australia while also encouraging greater cross-cultural exchange and strengthening Australia’s diplomatic relations. As such, there is an increasing likelihood that sport can improve Australia’s national image as a world-class location in facilitating the growth of international organisations and hosting international events while also achieving its diplomatic objectives.
INTERESTED TO FIND OUT MORE ABOUT SPORTS DIPLOMACY OR WANT TO HEAR FROM JEREMY LOELIGER YOURSELF? Come to MIAS’ Online Sports Diplomacy Panel on the 11th of August 2021. Register here.
