Sports diplomacy. A discipline to develop

Abstract

Sport is the most important social phenomenon in recent years with unparalleled multinational scope. As such it can be used as an instrument of foreign policy by the countries and companies through the so-called sports diplomacy. This article addresses this subject from the point of view of the objectives that sport can contribute to reach and the means that can be used. The objectives are very varied, structured in objectives of identification, exchange and contribution. Regarding the means, these include sports agents, activities, infrastructures, knowledge and products and services. The proper definition and management of these objectives and means represents great potential in the effort to structure, develop and, above all, apply this new discipline called sports diplomacy.