Sport at the Intersection of Diplomacy, Politics and Business: International Congress in Toruń
From 26 to 28 August 2026, Toruń hosted the International Congress “Sport in Diplomacy and Business: Historical and Contemporary Perspectives.” The event brought together academics and practitioners from Poland and abroad, creating a space for discussion on the growing role of sport in international relations, politics and the economy. The Institute for Sport Governance was one of the co-organisers of the Congress, with Grzegorz Botwina and Mateusz Boczyło from ISG serving on the Organising Committee.
Sport as a Tool of Diplomacy
One of the key themes of the Congress was sports diplomacy. The programme demonstrated just how broad this concept has become. Discussions covered topics including soft power, the use of sport to strengthen countries’ international positioning, sportswashing, global politics, and the relationship between sport, security and national image.
The opening keynote by Prof. Richard Woodward was dedicated to the future of sports diplomacy. Subsequent panels explored, among other topics, the soft power strategies of Morocco, Mexico and smaller states, sports diplomacy in dependent territories, the geopolitical ambitions of Middle Eastern countries, and the use of sport in international politics.
The programme also included a Sport and Policy Journal seminar entitled “Sports Diplomacy as an Instrument for Shaping the International Position of States”, as well as the panel Sport, Soft Power and International Influence: From Theory to Practice.
It is important that international academic events dedicated to these issues are also taking place in Poland. Sport is increasingly becoming an element of foreign policy, relationship-building and the shaping of the image of countries and regions. Developing research in this area helps us better understand both the opportunities and risks associated with using sport as a tool of influence.
Beyond Diplomacy
At the same time, the Congress demonstrated that contemporary sport cannot be analysed solely through the lens of politics. Discussions in Toruń also addressed business, financing, marketing, law, new technologies and sport management.
The programme included workshops on managing participant and fan experience, as well as discussions on public funding of sport by local governments, the commercialisation of global sport, cooperation between sports clubs and universities, and the use of artificial intelligence in sport management.
This broad perspective illustrates how sport today operates at the intersection of multiple systems: public, economic, social and international.
History as Part of the Contemporary Debate
The historical perspective was another interesting element of the Congress. The event featured a screening of the oldest Polish footage of a football match, showing Poland vs Austria during the 1936 Olympic Games in Berlin. The screening was accompanied by an introduction and commentary by Prof. Robert Gawkowski from the Museum of Sports and Tourism in Warsaw.
History was also present in panels exploring topics such as sport and the state in interwar Poland, propaganda, diplomacy and the political dimensions of sport. This provided a broader context for contemporary discussions on soft power and the use of sport to strengthen the international position of states.
An International Debate on the Changing Role of Sport
The Congress brought together the perspectives of researchers and practitioners from numerous countries, including Poland, Ireland, China, Greece, the United Kingdom, Serbia, Canada, Morocco, Lebanon and Kosovo.
The three days of discussions in Toruń demonstrated how much the scope of debate around sport is expanding. Sports diplomacy remained one of the central themes, but questions concerning business, law, governance, technology and the social role of sport were equally important.
For ISG, co-organising the event provided another opportunity to support international knowledge exchange and discussion about sport as a phenomenon that extends far beyond sporting competition itself.
