Towards a Welsh sports diplomacy strategy

Stuart Murray, Gavin Price

Research output: Book/ReportCommissioned reportResearch


Key messages:

- Considering the Welsh Government’s 2020 International Strategy the time is right to ask what role sport plays in Wales’ international engagement and diplomatic activities.
- Sports diplomacy presents a unique opportunity for Wales to lead the way in terms of innovative, sub-state policy.
- In terms of sporting soft power assets, Wales stands above a veritable but untapped goldmine of talent, resources and opportunity.
- The nature, responsibilities and power of diplomacy and sport are changing. Wales needs to think about what it means to be a sporting and outward facing nation today.
- Coupling foreign policy objectives with sport is a low-risk, relatively low-cost and high-profile method of raising Wales’ international profile, growing the Welsh economy and establishing Wales as a globally responsible nation.
- Sport interacts with and can amplify other soft power assets. Sport can be a vessel to showcase a nation’s values and sense of global responsibility.
- Wales could join a growing list of countries with sports diplomacy strategies, offices, officers, incubators and hubs. In doing so, Wales would be the first sub-state government in the world to have a specific sports diplomacy strategy.
- Increased partnership between government, the sports industry, Welsh and UK international agencies and the Welsh people themselves is vital to unlocking Wales’ sports diplomacy potential.
Original languageEnglish
PublisherThe British Council
Commissioning bodyBritish Council Wales
Number of pages44
Publication statusPublished - Oct 2020


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