The great game of football diplomacy: Australia versus Wales

This chapter focuses on how Australia and Wales strategically use football as a way to improve their brand and realise “foreign policy” goals. The case studies illustrate two quite different approaches to football diplomacy: a state centric, traditional, and strategic method versus a new, whole-of-nation approach. Besides reviewing literature and case studies, the chapter demonstrates how football diplomacy can lead to positive economic, cultural, and political outcomes, while creating plural teams involving people from government, academe, football, commerce, and human rights.