The world no longer views sports events merely as tournaments where champions are crowned or a team emerges victorious. This, of course, goes beyond Simon Kuper’s famous quote, “Football is never just about football.” It is defined as a much larger cultural and economic ecosystem. From the FIFA World Cup to Wimbledon, from Formula 1 to international volleyball championships, global sporting events have evolved into strategic platforms that enhance a country’s brand value, strengthen diplomatic relations, boost tourism revenue, and generate billions of dollars in economic activity. As a fairly avid sports fan, I can say that 2026 was one of the strongest examples of this. At Wimbledon—the world’s most prestigious tennis tournament—Italian tennis player Jannik Sinner won the men’s singles title this year, while London hosted hundreds of millions of viewers, including myself, in front of their screens and millions of spectators at the courts and surrounding areas over the course of two weeks. Wimbledon is not just a tennis tournament; it’s a powerful showcase that presents England’s cultural heritage, lifestyle, and global brand value to the world. Thanks to sports tourism, numerous sectors—from hotels to restaurants, retail to transportation—generate significant economic revenue, while the country’s international visibility also increases substantially. Even the consumption of tons of strawberries over the two-week tournament is just a small part of this story. I cannot fail to mention our national tennis player Zeynep Sönmez, who is now ranked in the top 50. We see that the time has come for this pride of Turkish tennis to reach even greater heights and for many more of our athletes to challenge for spots in the WTA 250 tournaments.

Similarly, the 2026 FIFA World Cup once again demonstrated the scale that sports diplomacy has reached. While Spain emerged as the champion of the tournament co-hosted by the United States, Canada, and Mexico, the event became one of the biggest stages not only for football but also for international cooperation, city branding, and economic diplomacy. Every football fan now knows the distance between the Arizona desert and New Jersey.

SPORTS EVENTS BECOME ECONOMIC TRANSFORMATION PROJECTS SPANNING YEARS

 In fact, such massive events do not begin in the year the final match is played. Host countries are often selected 8 to 12 years in advance, and the preparation process evolves into a long-term development program.

After FIFA and UEFA announce their hosting decisions, countries gradually invest billions of dollars in new stadiums, transportation networks, airports, hotels, digital infrastructure, and urban development projects. Thus, the sports event evolves from being merely a few-week-long activity into an economic transformation project spanning several years.

The most recent example of this is the 2026 World Cup. Ahead of the tournament, the U.S. has mobilized approximately $5 to $6 billion in public and private sector investments for transportation, security, stadium modernization, and organizational infrastructure. In addition, the federal government alone has allocated $625 million for the security of the host cities.

The benefits derived from these investments are not measured solely by tourism revenue. According to calculations by FIFA and independent economic analyses, the World Cup is expected to generate over $6 billion in direct economic contributions to the U.S. economy and approximately $40 billion in additional economic output across North America. More importantly, thanks to billions of television viewers and digital media reach, the international visibility and promotional value the U.S. has gained are estimated to generate a global media impact worth tens of billions of dollars in advertising equivalency. This level of visibility—unattainable by any traditional promotional campaign—transforms mega- sports events into a unique tool of public diplomacy for nations.

Indeed, FIFA’s host city selections are no longer based solely on sporting criteria; a city’s transportation capacity, sustainability policies, digital infrastructure, tourism potential, and investment ecosystems have also become key components of the evaluation process.

FOOTBALL TOURNAMENTS ARE VIEWED AS STRATEGIC OPPORTUNITIES 

The schedule for the coming years serves as the most concrete indicator of this long-term planning. The 2030 FIFA World Cup will be co-hosted by Spain, Portugal, and Morocco; the opening matches will be played in Uruguay, Argentina, and Paraguay to mark the 100th anniversary of the World Cup. The 2034 FIFA World Cup has been awarded to Saudi Arabia. For both events, investments worth billions of dollars in stadiums, transportation, tourism, and urban development have already begun. Currently, hundreds of companies—including Turkish firms—have already set up construction sites in these countries. A similar picture is emerging for the European Football Championship as well. UEFA EURO 2028 will be co-hosted by the United Kingdom and the Republic of Ireland. UEFA EURO 2032, meanwhile, will be co-hosted by Italy and Türkiye. For Türkiye in particular, EURO 2032 is viewed not merely as a football tournament but as a strategic opportunity to drive new stadium investments, transportation projects, and tourism infrastructure while strengthening the country’s appeal to international investors.

SPORTS DIPLOMACY IS REGARDED AS ONE OF THE MOST EFFECTIVE SOFT POWER TOOLS OF THE 21ST CENTURY

 The rise of sports diplomacy is not limited to football alone. Cities hosting Formula 1 races are drawing the attention of global investors and tourists, while international volleyball tournaments are contributing to social transformation by increasing the visibility of women’s sports. Achievements in Olympic sports are also among the key factors that strengthen a country’s international image.

The recent championships won by Türkiye’s national archer, Mete Gazoz, on the international stage are not viewed merely as athletic achievements in this context. Every international medal reinforces the positive perception of Türkiye’s sports infrastructure, youth policies, and competitive strength in Olympic sports, while also contributing to the country’s soft power capabilities.

Today, sports events have become global platforms where tourism, investment, media, sponsorship, city branding, and diplomatic relations intersect. Hosting a World Cup or European Championship does not merely mean determining which team will lift the trophy; it also offers an opportunity to showcase the country’s economic vision, organizational capabilities, and international prestige to the world.

This is why sports diplomacy is viewed as one of the most effective soft power tools of the 21st century. The competitions taking place on courts, tracks, and in stadiums now shape not only sports history but also countries’ economic competition, international visibility, and the global diplomatic agenda. I see that a new era has dawned in which Türkiye—already a geopolitical power in its region—will make an even greater name for itself in various sports disciplines, and I wish all our athletes success.