SPORTS IN AUSTRALIA’S SOFT POWER STRATEGY: OPPORTUNITIES FOR IMPLEMENTATION BY OTHER COUNTRIES

Abstract

Australia, being a successful example of using sports for foreign policy, has significantly improved its international influence in the Pacific region. Yet, political, cultural, and economic peculiarities can doubt the similar application of sports by other countries. This article examines Australia’s use of sports and sports diplomacy as key instruments of its international strategy. The purpose of the article is to analyze Australia’s use of sports within soft power efforts, explore its methods, principles, and frameworks, and evaluate whether this framework can be applied by other countries to achieve similar soft power objectives. This study performs a comprehensive review of literature, official Australian government publications, and specific case studies to understand the outcomes and applicability of the approach. The novelty of the research lies in its detailed examination of the specific conditions and strategies that have made Australia’s sports diplomacy successful. Key research findings highlight that Australia’s effective use of sports diplomacy is rooted in its effect of sports on national identity, strong sports culture, advanced infrastructure, strategic partnerships, and connections with communities, particularly within the Pacific region. The article proves that the 2015-18 and 2030 Sports Diplomacy Strategies have successfully fostered cultural, sports, and people-to-people connections and enhanced Australia’s influence and presence globally. The article concludes that while Australia’s sports diplomacy model is highly effective, its application by other countries may be challenging. The reasons refer to varying levels of national perception of sports, sports culture, financial resources, and international influence. For actors with similar conditions, a comprehensive approach is applicable, whereas for emerging and developing nations it may be best to adopt specific elements of the strategies depending on the needs and resources.