UAE emerges as global hub for sports diplomacy

While traditional diplomacy involves government actors and diplomats negotiating treaties and agreements, sports diplomacy involves unofficial actors such as teams, athletes and fans who come together to celebrate sport.

The most prominent examples of sports diplomacy are large international events such as the Olympics or the World Cup, but smaller competitions can also be an effective avenue. For example, the UAE approaches sports diplomacy differently than other countries.

The use of sports diplomacy has a long history, dating back to the ancient Olympic Games, which were held in Greece to promote peace and unity among the participating city-states.

One of the most prominent examples of sports diplomacy in recent years was the opening ceremony of the 2018 Winter Olympics in Pyeongchang, South Korea, where North and South Korean athletes marched under a unified flag at the opening ceremony, signaling a possible thaw in relations between the two countries.

More recently, the 2022 World Cup in Qatar has served as a platform for international leaders to meet and engage in diplomatic dialogue. Sporting events can be good opportunities for such informal meetings among political leaders, especially multilateral discussions, but also as outreach to the international community or to strengthen relations between specific countries.

Sporting events can also provide insight into a host country’s infrastructure, attractions and culture, which can benefit the host country in many ways, including encouraging tourism and foreign investment. They can also leave a legacy for the host country by improving its image and demonstrating its institutional and organizational strengths.

While sports diplomacy can promote positive outcomes, sports diplomacy alone cannot guarantee lasting and substantive diplomatic progress. It is a complementary tool in a broader diplomatic strategy. The impact of sports diplomacy initiatives may not be long-lasting, and the benefits may fade over time.

The 1972 Summer Olympics in Munich are a prime example of a major sporting event that failed to sustain the idea of ​​diplomacy. The games were aimed at promoting international cooperation and showcasing Germany’s post-war reconstruction and democracy.

However, the Games were overshadowed by an attack by a Palestinian terrorist group that killed 11 Israeli athletes and coaches. The incident shocked the world and highlighted the ongoing conflict in the Middle East, undermining the event’s diplomatic goals.

Sports diplomacy initiatives are costly and logistically challenging to organize, especially in countries that lack the necessary resources or infrastructure. Furthermore, the commercialization of sport could undermine the positive impact of sports diplomacy, as it would prioritize corporate interests over public diplomacy goals.

For example, many Olympic sports venues end up underutilized, abandoned, or converted to other uses after the Games. The costs of maintaining and operating these facilities often outweigh their benefits, especially if they were built for a specific event or purpose and are not used in the long term. For example, a baseball stadium built for the 2004 Olympics fell into ruins just 10 years later and was eventually used to house Syrian refugees in 2018.

The countries of the Gulf Cooperation Council (GCC) region share a passion for sport and are located at the crossroads of Europe, Asia and Africa, so sports diplomacy is a natural fit in their governments’ foreign policy toolkit. For example, the 2022 FIFA World Cup provides Qatar with an opportunity to showcase its capabilities and enhance its international reputation by promoting understanding between nations.

The UAE’s approach has been to expand sports beyond traditional sports such as football and cricket to more niche sports such as golf, horse racing and motorsports. This has enabled the country to reach new markets and audiences and demonstrate its ability to host a range of sporting events.

Abu Dhabi hosted the Ultimate Fighting Championship’s ‘Fight Island’ series on Yas Island amid the Covid-19 pandemic. At a time when nearly all international sporting events have been canceled or postponed, Abu Dhabi has demonstrated its resilience by coordinating the shows, which are then broadcast to global audiences, for many of whom Fight Island is a throwback to the region introduce.

Significant investment in world-class stadiums and facilities has made the UAE a hub for sports tourism in the region. Costing an estimated US$1.3 billion to build in 2008 alone, the Yas Marina Circuit is the most expensive F1 circuit in the world. The UAE has also invested in sports academies and training facilities to develop its own players and teams, especially in football.

The UAE has also used its global reach and financial resources to attract high-profile sports personalities and teams to the country.

This includes partnerships with legends such as Roger Federer, Cristiano Ronaldo and Lionel Messi, as well as ownership stakes in high-profile football clubs such as Manchester City and Paris Saint-Germain.

The UAE is increasingly trying to compete with traditional winter training destinations, with local companies offering exclusive travel and accommodation packages for teams and individual athletes.

An important part of the UAE’s sports diplomacy strategy is the promotion of gender equality in sport. This includes initiatives such as the UAE Women’s Football League, Abu Dhabi Women’s Run and the Dubai Ladies Cycling Tour, which help create new opportunities for women in sport and challenge gender stereotypes in the region.

The UAE women’s national ice hockey team visited Washington DC in February 2018 and was the guest of honor at a Washington Capitals game. The event is coordinated by the UAE Embassy in conjunction with the NHL’s ‘Everybody’s Favorite Hockey Month’ to celebrate the sport’s growing diversity around the world.

Jiu-jitsu was declared a national sport in 2008, and by 2016, it was being taught in 130 schools with more than 76,000 students. The sport of jiu-jitsu now has cultural and sporting significance in the UAE and is an example of the UAE’s unique approach to sports diplomacy.

The UAE Jiu-Jitsu Federation has raised awareness of the sport and envisioned the country as the premier venue for Jiu-Jitsu. The governing body also created the Abu Dhabi Grand Slam Jiu-Jitsu Circuit in 2015, the sport’s most prestigious event and a community where some of the world’s best fighters train and compete in the UAE. Sheikh Tahnoun bin Zayed has funded many such initiatives and is an active practitioner and black belt in the sport.

The links the UAE has established with Brazil through the sport have undoubtedly strengthened political ties, as evidenced by the warm reception that Brazilian President Luiz Inácio Lula da Silva received during his visit to Abu Dhabi on April 15, 2023.

Dr. Kristian Alexander is a Senior Research Fellow and Director of the International Security and Terrorism Program at TRENDS Research & Advisory in Dubai. Rahaf Al Khazraji is an Emirati researcher at Trend Research and Consulting Abu Dhabi.