Sport has long been positioned as a universal language, capable of bridging divides and uniting people across borders. Yet, in today’s world, the arenas of sport and geopolitics are more intertwined than ever, making it impossible to ignore the role of political dynamics in shaping global events. Recent years have seen a growing convergence of diplomacy, national interests, and sport; transforming the field of play into a stage for power struggles, ideological clashes, and acts of resistance.
Take cricket for instance, with the 2025 ICC Champions Trophy, a tournament being revived after an eight year hiatus, last played in 2017. That edition was a landmark for Pakistan, who claimed their first title with a resounding victory over India in the final. As Pakistan prepares to host the tournament, the event is already steeped in geopolitical complexities. India’s refusal to travel, citing security concerns, raises critical questions about the viability of the tournament. Without the highly anticipated India-Pakistan clash: the crown jewel of cricket rivalries, the competition risks losing its appeal.
Meanwhile, Saudi Arabia’s bid for the 2034 FIFA World Cup is celebrated in the region whilst being scrutinised globally. While the Kingdom views this as a transformative milestone aligning with its Vision 2030 strategy, critics argue it represents yet another instance of “sports washing.” The debate echoes the scrutiny faced by Qatar during the 2022 FIFA World Cup, where western media heavily criticised the nation’s human rights record. Despite the backlash, Qatar reframed its narrative, using the tournament to showcase its cultural heritage and operational capabilities, proving the power of owning your story.
Elsewhere, Afghanistan’s cricket journey continues to unfold against the backdrop of political turmoil. The Taliban’s policies on women’s rights have placed Afghanistan’s cricket governance under global scrutiny. Australia’s refusal to host Afghanistan’s men’s team in a bilateral series last year, highlighted how sport is increasingly being used as a tool for political and ethical stances.
Adding to this complex landscape are athletes and fans leveraging the global stage of sport to protest. From taking the knee to highlight racial injustice to athletes speaking out against inequality, the power of sport as a medium for activism cannot be overstated.
Lessons from My Time at the International Cricket Council (ICC)
During my tenure at the ICC, navigating these geopolitical and societal dynamics was a constant part of my role. Managing board-level communications for a global network of 108 member boards meant addressing the concerns of Full Members while advocating for the needs of Associate Members.
Global tournaments often became a platform for larger discussions. From women’s cricket to the rise of Afghanistan as a cricketing nation, sport frequently intersected with governance, societal challenges, and cultural shifts. Moments like the inaugural ICC World Test Championship or the Men’s T20 World Cup showcased how diplomacy, transparency, and narrative-building were critical in balancing competing interests and amplifying the sport’s values.
The Power of the Sporting Stage for Protest and Diplomacy
Sporting events provide a unique and powerful platform for protests, diplomacy, and global discourse:
- Saudi Arabia and Qatar: Saudi Arabia’s FIFA World Cup bid and Qatar’s hosting of the 2022 World Cup exemplify how nations use sport to enhance global visibility and challenge perceptions. Qatar’s operational success amidst intense criticism is a case study in owning and reframing narratives. Saudi Arabia faces similar challenges as it prepares for 2034, with communicators needing to balance scepticism with optimism about the Kingdom’s investments in sport.
- Taking the Knee: Originating in the NFL with Colin Kaepernick, this powerful act has become a global symbol of solidarity against racial injustice. Its adoption in football and other sports demonstrates how simple gestures on a massive stage can spark global conversations.
- Racism in Sport: From cricket to Formula 1, athletes continue to call out systemic racism, with figures like Lewis Hamilton leading the charge for inclusivity and diversity. These movements leverage the emotional connection of sport to drive change.
- Afghanistan’s Cricket Story: The lack of progress on women’s cricket under the Taliban has drawn sharp criticism, placing Afghanistan’s cricket board at the centre of ethical and political debates. Australia’s decision to cancel matches underscores the role of bilateral engagements in enforcing accountability.
- Protests at Global Events: The Olympic Games have long been a backdrop for activism, from the Black Power salute in 1968 to debates about athletes’ rights to protest during recent editions. These acts remind us that the sporting stage is more than a field of play—it is a platform for change.
Navigating the Intersection of Politics, Protest, and Sport
For strategic communicators, the interplay between sport, geopolitics, and activism presents challenges and opportunities:
- Anticipate Risks: Proactively identify potential controversies and craft crisis communication plans.
- Transparent Messaging: Honesty and openness build trust, especially when addressing sensitive issues.
- Cultural Sensitivity: Understanding the historical and political contexts of stakeholders helps craft empathetic and effective messaging.
- Support Athlete Voices: Embrace athletes’ roles as advocates for change to create authentic narratives.
- Own the Narrative: Reframe and highlight the unifying power of sport while addressing valid criticisms.
Final Thought
Sport is a powerful mirror to society, reflecting its aspirations, challenges, and divisions. From the 2034 FIFA World Cup to the 2025 ICC Champions Trophy, and movements like taking the knee, sport’s global stage continues to influence and inspire change.
Which is also, why some of us work so passionately in this field.
To all PR and Strategic Communications practitioners navigating this challenging yet rewarding field: remember that every story you craft has the potential to shape perceptions, build trust, and drive change.
Approach your work with empathy, cultural awareness, and a commitment to integrity.
The world of sport may be complex, but it also offers a unique opportunity to amplify voices, bridge divides, and inspire unity.
Be bold, be thoughtful, and always remember—the power of communication lies in its ability to connect.
