It is all about the strategy : Australia and Sports Diplomacy 2030

[Extract]
Adopted in February 2019 following extensive consultation, Sports Diplomacy 2030 provides Australia’s comprehensive framework
for sport diplomacy. It is an innovative approach that contributes to strengthening the place of sport in Australian society

The key to understanding the much-admired Australian Government’s Sports Diplomacy 2030 lies with the concept of strategy. Defined simply, a strategy is a plan of action designed to achieve a long-term goal. The reason it matters in the Australian context is also quite simple: before, interaction between sport and diplomacy was rare, sporadic, ad-hoc, disorganized, and lacking direction. As such, the soft power of Australia’s formidable suite of sporting assets, success, and talent was vastly under-potentialized.