Vladimir Putin was recently removed from the post of president of the International Judo Federation.
However, as you have already noted, between the personal gradation of its president and huge investments in international sporting events, Russia is a sporting country. Sports culture is almost nationally still a cult in this country of more than 145 million people.
Other countries have also chosen this strategy: to use sport to reveal their culture, but also to open their doors to the West. It is undoubtedly a good calling card, a diplomatic and tourist asset – soft power.
However, everything came to a head on February 24 with the Russian invasion of Ukraine, followed by a series of cancellations and sanctions. What will happen to all these international events and to the tens of thousands of people involved in organizing them?
We were able to identify over 20 international sporting events that have been canceled since the beginning of the year:
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FIFA and UEFA suspended all events in Russia, moving the Champions League final from St Petersburg to Paris.
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F1 announced on February 25 that the 2022 Sochi stage had been cancelled.
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The International Universiade Sports Federation (FISU) also had to find a new organizer for the first World Universiade Combat Sports Championships scheduled for October in Yekaterinburg.
“The challenge is manifold for sports business agencies, in particular to offer a real geographic diversity to the bodies and allow them to distribute their events around the world, which have hitherto been concentrated in Western countries.”
Among the notable penalties, F1’s Silverstone has officially banned Russian teams and drivers from competing in the 2022 edition of the race, and recently Wimbledon organizers refused to take part in Russia and Belarus players.
Some sports business agencies have made access to these prestigious international tournaments and events their prerogative. The challenge is manifold, in particular to offer the authorities a real geographical diversity and allow them to distribute their events throughout the world, which until now were concentrated in Western countries. It also opens these events to new fans and attracts potential new sponsors. It is also, as mentioned earlier, a powerful tool of soft power for some countries willing to open up to the world.
The current geopolitics seems to greatly complicate their role and mission.
Hoping that diplomacy through sport will quickly return to the top notch on the podium.
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– Soft Power, Russia Sports
A country devoted to a true cult of sports since Soviet times, Russia now finds itself excluded from organizing and participating in major international events. A real setback for his sports diplomacy strategy.
Anthony Schwab – Founder of The Consulting Group