SPORT DIPLOMACY AS A LEVER FOR ECONOMIC DIPLOMACY (Case of Morocco)

LA DIPLOMATIE SPORTIVE COMME LEVIER DE DIPLOMATIE ECONOMIQUE (Cas du Maroc)

Ghita El Hanche and Tahar El Qour
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Ghita El Hanche: UPN - Université Paris Nanterre
Tahar El Qour: ENCGT - Ecole Nationale de Commerce et de Gestion de Tanger - UAE - Abdelmalek Essaadi University [Tétouan] = Université Abdelmalek Essaadi [Tétouan]

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Abstract: This article explores the role of sports diplomacy as a driver of economic diplomacy and soft power through a systematic review of the international literature. It draws on key concepts such as soft power, national image branding, and the legacy of mega sporting events to analyze how states strategically use sports as tools for influence and international outreach. The findings highlight the dominance of qualitative and interpretative approaches, as well as a strong research focus on Global North countries. Sport is portrayed as a vehicle for identity-building and geopolitical repositioning.However, the current body of literature reveals several limitations, including the underrepresentation of Global South contexts and a lack of integrated models to evaluate tangible economic outcomes. The article concludes by outlining a research agenda aimed at better understanding the multifaceted impacts of sports diplomacy, particularly in emerging contexts such as Morocco.

Keywords: Sports diplomacy Soft power Mega-events National image Morocco Diplomatie sportive Soft power Méga-; Sports diplomacy; Soft power; Mega-events; National image; Morocco Diplomatie sportive Soft power; Méga- (search for similar items in EconPapers)
Date: 2026-02-03
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