Millions lining the streets of New York celebrating the Knicks’ first NBA world championship in 53 years. The President of the United States hosting an Ultimate Fighting Championship match at the White House that brought tens of thousands of fans and supporters to the nation’s capital. The U.S. soccer team singing John Denver’s classic song “Country Roads” along with 67,000 fans at a World Cup match in Seattle.
Americans have gone crazy for sports. So has the rest of the world. In fact, it might be considered the newest religion with devotion to sports teams off the charts.
As a hospitality and sports enthusiast, President Donald Trump has utilized this love for sports to his political benefit reinforcing his man-of-the-people persona and reaching millions of Americans in new and unique ways by attending Super Bowls and NASCAR events, Knicks playoff games and more.
Sports builds community, camaraderie and is a unifier, bringing people together from every walk of life: young and old, rich and poor, black, white, brown and every nationality under the sun.
Millions have now descended on the United States for the FIFA World Cup games that are being played in a number of cities here and in Canada and Mexico over the next month culminating in the final game in New Jersey on July 19.
Soccer fans from Scotland have been marching down the streets of Boston playing their bagpipes, Norway fans are mimicking Vikings rowing in a longboat up an escalator, Ecuador fans are lined up at a Philadelphia cheesesteak haunt that has fans visiting in droves. A German national has been road tripping across the country and posting his findings for millions to see. Social media is full of posts by visitors who are learning about the United States and appreciating its unique culture.
Americans are loving this fresh perspective these visitors are sharing with the world. Even mainstream media outlets are noticing and reporting on these enthusiastic foreigners who are appreciating so many good things about our country that Americans take for granted.
This enthusiasm does not take place in a vacuum. For years, the U.S. has utilized our outstanding sports programs to “showcase American excellence.” The State Department’s Office of Sports Diplomacy “partners with U.S. embassies and consulates to engage participants and alumni, showcasing American excellence and leadership and advancing U.S. foreign policy priorities through the universal language of sports.”
First created by the George W. Bush Administration in 2002, the Sports Diplomacy Division (as it was originally named) was set-up to especially help in U.S. relations with countries in the Middle East following the attacks of 9/11. This program advances our national security interests and also helps attract foreign investment and tourism to boost U.S. businesses, and job creation and build closer relationships with foreign countries.
The Trump Administration has taken sports diplomacy one step further creating a Decade of Sport in America (2024 to 2034) platform for engagement with countries all over the world. Current and former American professional athletes and coaches travel overseas for weeklong programs to “build cultural connections and engage key communities” including in some of the poorest nations in the world. “Sports Envoys lead youth clinics and team building activities, conduct community outreach and media engagements, and foster dialogue with government leaders,” according to the State Department website.
The U.S. is hosting the FIFA games this year and the Olympics in 2028. The National Football League played seven regular season games outside the U.S. in 2025. This coming season will see nine games played in seven other countries.
Through sports, the world is learning about the U.S. and Americans are learning about other cultures and to love soccer. People from the poorest countries are sitting next to those from the richest countries in the world rallying around their favorite team with equity and camaraderie. And, everyone can cheer on Argentina’s Lionel Messi together.
The unifying nature of athletic competition, the sportsmanship and mutual respect helps bridge gaps between individuals and nations. And who doesn’t love a good game hanging with friends, watching our favorite team, cheering at the top of our lungs. When it involves national pride, it is more than just sport.
International diplomacy requires using every tool in the toolbox to advance our national security interests, including America’s world class sports leagues and outstanding athletes.
Diana L. Banister is a political and communications strategist, a former Trump administration official and an Independent Women Visiting Fellow.
