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The UN Sports Diplomacy White Paper and the Role of Higher Education

On the eve of the 2026 FIFA World Cup on June 4-5, the United Nations Institute for Training and Research (UNITAR) convened a group of international diplomats and sports industry leaders. Billed as the World Cup Diplomacy Summit, participants in the UN meeting emphasized that, while mega sporting events can boast impressive reach, that immediate reach does not always translate into lasting impact.

 Sports have long been recognized for their global convening power, including through actions such as the 1993 revival of the Olympic Truce and the UN鈥檚 designation of sport as an enabler of the Sustainable Development Goals (SDGs). However, a normative sports diplomacy framework has never taken hold. The white paper, published a month after the June UN summit, is a commendable first step towards creating one.

The publication describes four core issues:

  1. defining sport diplomacy;
  2. legacy and community inclusion;
  3. artificial intelligence, data and fan engagement;
  4. and the sport, culture and entertainment nexus. 

 

Each issue is illustrated with current trends, relevant case studies, and paired with actionable recommendations.

Still, as a white paper, there is no enforcement mechanism for these recommendations. How, then, can the many sectors of global sport align themselves to meaningfully 鈥渞ecognize and support sport diplomacy as a professional capability鈥 when the concluding pledge is non-binding?

 Whether it is towards professionalizing sports diplomacy, defining event legacies, integrating emerging technologies, or engaging local culture and entertainment, a common implementing partner emerges: the university. As hubs of both athletics and academia, institutions of higher education are uniquely equipped to help develop this emerging field.

United Nations Headquarters in New York City

Developing Competencies

Section 9 of the white paper (Action Framework and Stakeholder Roles) outlines steps to actualize the key principles of sports diplomacy, which include 鈥渃apability and people,鈥 鈥渓ong-term stewardship,鈥 and 鈥渞esponsible innovation.鈥 Beginning with Priority Action 1 (developing a competency framework and training pathway) the role of the university becomes clear.

Currently, UNITAR offers an in Sports Diplomacy to a yearly cohort of 20 participants via a five-day workshop in Geneva, Switzerland. While the authors of the white paper intend to build upon the Executive Diploma with an additional 鈥渧oluntary training pathway for diplomats, officials, federations, leagues, athletes and other representatives of sport,鈥 it is essential that future competency trainings also recruit university leadership, including faculty and athletic directors.

As of July 2026, offer sports management programs. This represents a small fraction of the nearly tracked by the National Center for Education Statistics. Even fewer offer dedicated coursework in sports diplomacy. To professionalize the field, sports diplomacy competencies must be widely introduced at the college level.

This does not mean that every institution must offer a sports management program and, within it, a sports diplomacy track. The authors of the white paper themselves represent sectors including global real estate investment and technology startups, demonstrating that key principles of sports diplomacy can be formalized across existing disciplines.

Principles such as the long-term stewardship of sporting venues, for example, can be integrated into environmental, social, and governance curricula. (This would also help address Priority Action 2: producing mega event legacy planning roadmaps). Responsible innovation, as it relates to the fair and accountable usage of AI and consumer data in sport (and Priority Action 3), can find a place within data science and engineering courses.

Emerging fields such as sports law and sports analytics already combine the practices of sport management with well-established fields. Likewise, the field of sports diplomacy can become professionalized by coursework across schools of international affairs, law, and business. By expanding future competency frameworks to include university leadership, UNITAR and bodies like it can ensure that fluency in sports diplomacy extends beyond executive level.

U.S. Secretary of State John Kerry at Boston College

Host City Networks

Though mega sporting events are globally impactful, the recommendations of the UNITAR sports diplomacy white paper can have the most impact when implemented subnationally. Universities are essential for Priority Action 6: piloting a host city sport diplomacy network. 

The density of NCAA Division I universities in cities like Boston, for example, allows those schools to administer projects through a consortium while also leveraging regional networks of professional clubs and brands. As a result, initiatives such as the Department of State鈥檚 have relied on schools like Boston University and the University of Massachusetts to implement sports diplomacy exchanges.

Exchanges between universities and public policy institutions can also support host city network building. Recently, for example, a sports diplomacy was launched between the Pepperdine University School of Public Policy in Los Angeles, CA, and the 鉴黄师app in Washington, DC. Through this program, students will 鈥渆xplore how international athletic competition can support diplomatic engagement and strengthen international relationships鈥 while monitoring the impact of the 2028 Olympic Games in both LA and DC.

In both cases, universities adopt a leading role in facilitating the exchange of sports diplomacy best practices. This is crucial towards fostering city-to-city diplomacy and building a well-informed and responsive host city network.

Within the body of the UNITAR sports diplomacy white paper, the role of the university is mentioned only once, in Section 3 (Sport Diplomacy: Dialogue Between Peoples and Nations). Somewhat vaguely, it recommends creating a non-partisan sports diplomacy office at the 鈥渘ational, regional, or city level, anchored across civic institutions, clubs, universities and sponsors.鈥 While this alludes to the collaborative nature of universities, it does not fully capture their potential to act as sports diplomacy catalysts themselves.

If it is indeed the case that the next practical step is supporting sport diplomacy as a professional capability, future collaborations and their outputs must clearly define how universities can be leveraged to build competencies and convene stakeholders.

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