SPORTS DIPLOMACY AND SOFT POWER: ANALYSIS AND PROSPECTS OF APPLICATION OF WORLD PRACTICES FOR UKRAINE

Abstract

This article explores the concept of sports diplomacy as an effective tool for enhancing national soft power and diplomatic reach, particularly for Ukraine. It examines successful models from Saudi Arabia, Australia, and the European Union. Saudi Arabia's approach demonstrates the power of using sports for global influence through significant investments and hosting international events. Australia's model highlights a government-led strategy that supports sports diplomacy, knowledge sharing and community development. The European Union's use of sports diplomacy focuses on promoting peace and cooperation among member states. For Ukraine, adapting these models offers a pathway to amplify its international voice and align sports initiatives with diplomatic goals. The article suggests that Ukraine can leverage sports diplomacy to strengthen international relationships, enhance its global presence, and promote values effectively.