Global cricket awards and forum • london, 2025
Sports as Soft Power: Sport shapes identity, drives investment, and redefines nations
How can sport be leveraged to shape global perception, foster goodwill, and project cultural influence?
From hosting mega-events to exporting athletes and leagues, sport is increasingly a diplomatic and strategic tool in international relations. This panel will explore how governments, leagues, and organisations are using the universal language of sport to build bridges, enhance national identity, and extend their global footprint, without the hard edge of politics or policy.