Sports, primarily the cricket fraternity of India, is crafting a new image of the nation. Across borders and ideologies, cricket and other sports stars have become a cornerstone of India’s foreign policy and soft power. Fostering relations that transcend politics, religion, culture, and geography has solidified India’s softer image in ways never seen before. India has been utilizing sports diplomacy to capitalize on its soft power.
The Role of Sports Diplomacy in Enhancing Indian Soft Power
In the past two decades where the West has been invested in tackling the growing power of China, India has efficiently ascended the ranks of influence. Masterfully yielding its soft power through the promotion of its culture and sports using Bollywood and a strong business community, it has enhanced its global influence. With the worldwide recognition of International Yoga Day on December 11, 2014, cultural proliferation through Bollywood, and diplomatic acumen in sports and cricket, India has maneuvered a variety of diplomatic waters.
With soft power, the realm of diplomacy is a wide open game, glazed with the liberty and freedom to be creative with persuasion tactics. Countries utilize elements of cultural and social appeal, such as sports and vibrant customs to carve a positive image in a global audience, which is a perfect overlap of soft power and public diplomacy.
Cricket Diplomacy of the Past
The term cricket diplomacy was first coined in the 20th century, when during an intensely political environment, Pakistan’s then Premier General Zia-ul-Haq visited Indian Premier Rahul Gandhi to watch a test match between both states. Although the incident is rumored to have been an occasion of political discussion, the meeting was a landmark event in the history of cricket-playing nations. Previously India and Pakistan had mutually decided to take up the matter of “rotation of hosting rights” to the International Cricket Council (ICC).
Winning over the biased and hypocritical behavior of the ICC, the hosting rights came to India and Pakistan. However, months before the World Cup, the English Cricket Board kept questioning the hosting authority and capability of the respective cricket boards. Thus, the flying of General Zia-ul-Haq to India gave a befitting response to other boards scrutinizing the hosting capabilities of India and Pakistan.
Furthermore, Indian soft power reached new heights with the influx of money, following the liberalization of the market, the sponsorship of media and show business, exported Indian culture, lifestyle, commercialization of the sports industry, and stardom of actors like Shahrukh Khan.
Cricket Diplomacy in the Present
The Indian Premier League (IPL) which started in 2008, brought a monumental change in the sports diplomacy of India. Being one of the highest-paying commercial leagues in the world, it became a cultural exchange platform, bringing together people from various nations and binding the international cricket audience to the Indian broadcasters for the games. Just this year, the Broadcast Audience Research Council (BARC) reported that tournament viewership was up by 18% compared to 2023, reaching 510 million people. The Indian Cricket Board (ICB) used the League as an effective tool from its early days. The second season was played in South Africa, earning Cricket South Africa (CSA) $11.4 million. The 2014 edition was hosted in UAE which led to a 23% increase in UAE’s GDP.
Cricket as A Tool of Soft Power and Foreign Policy
The ICB has successfully engaged and attracted audiences from Afghanistan, Iran, and Nepal. The historical change in India and Afghanistan relations can’t be seen in isolation from cricket. The sports fraternity, especially the cricket circuit of both countries, joined hands when the Indo-Afghan friendship series was played in India. The inauguration included messages from both heads of state, where Indian Prime Minister Narendra Modi emphasized the role of cricket in fostering relations between both nations and the role of cricket as an institution in nation-building. This was followed by the announcement of allotting stadiums of Dheradhun and Noida, as home grounds to the Afghan team. The comradery that was created in the players from both sides–transcended boundaries and today is an evident feature of both nations, supporting and cheering for each other.
Nepal is another perfect example where the Board of Control for Cricket in India (BCCI) is still building and investing in Nepali cricket, just this year the board arranged a “Friendship Cup” for the Nepali team with the state teams of Gujrat and Baroda. Emphasizing that these initiatives will help develop games in associate nations under the pretext of enhancing people-to-people exchange and goodwill.
Hosting World Cups as Potential Diplomatic Magnets
Where cricket is still the priority and the most effective of all tools, the Indian Government developed leagues like Hockey India League and Pro Kabaddi League. Only in 2017, the Hockey India League was reported to have achieved a viewership of 100 million, and participants from more than 10 nations. People from various nations join India each year to play for their respective franchises, earning money and exposure. This paradigm shift in image building rose with the sun of the 21st century, in India.
The state has since hosted a series of sporting events starting from the 2002-2003 Afro-Asian Games, the 2010 Commonwealth Games, the 2010 Men’s Hockey World Cup, the 2011, 2016, and 2023 Cricket World Cups, and the Fifa U-17 World Cup. In addition to these prestigious events, the state has successfully organized the Formula 1 Indian Grand Prix and Moto GP Bharat. The hosting of these two cups despite all the challenges, is a showcase of India’s commitment to diversify its sports hosting capabilities.
Pakistan’s Narrative Deficit
Conversely, Pakistan like India has a diverse ethnic, cultural, vibrant customs and traditional ecosystem. However, unlike India, Pakistan has always been into the use of hard power, much of which can be defended based on the “War on Terror” and the 9/11 episode that pushed the country into the dark ages; a critical moment of which was the attack on the Sri Lankan cricket team in Lahore–the one event that left a lasting scar not only on the cricket of the country but also on its image globally. On that day, the doors of cricket stadiums closed in the country that lived and breathed cricket.
However, things have changed in today’s time, with PSL and cricket brands of the newer generation like Babar Azam and Naseem Shah. Pakistan has got a foot in international media in a softer way, yet has failed to capitalize on it. Considering that Pakistan lacks a media outlook like Bollywood, building one would take time. Cricket is the most useful tool, with basic infrastructure, potential, and stars present–the only need left is to develop a brand like India has done with Virat Kolhi and Shubman Gill. Where Virat Kohli has become the most followed non-white Asian athlete on Instagram, Shubman Gill has been claimed and famed as his successor star. However, that has not been the case with Naseem Shah, though the young cricketer has gained immense fame in the last few years, there is a long road ahead to make him a brand like Waseem Akram used to be for Pakistan, and Shubman Gill is for India.
India as an Elite State
The 2024 World Cup, played in the US and West Indies, saw a masterstroke of Indian branding regarding their star player, Virat Kohli, to attract American audiences. A life-size statue of the player has been installed at Times Square in New York to celebrate the entrance of the game in America. Such strategic brand messaging is done through hosting events and creating brand athletes. This is an announcement by states like India, of their entrance into the group of elite core states.
The Indian political and administrative elite has understood the significance of sports infrastructure as the backbone of their sports diplomacy. These efforts, besides polishing India’s image in front of an international audience, have also provided a robust foundation for lasting public diplomacy. Supplementing its position in the global power hierarchal structure, India has forged an identity much like the US did with Hollywood. It earned America the title of “Land of Dreams” by exporting culture and values, showing America as a land of freedom where dreams and love come true.
Similarly, Bollywood and cricket have now elevated India’s global soft image and cultural influence, portraying it as the land of growing opportunities, diversity, and vibrant culture. This softer image has gained India a unique diplomatic edge as countries are drawn to its culture, and development model.
A testament to India’s efforts can be seen in the 2023 Global Soft Power Index, where India was ranked 28th of 121 countries, while Pakistan was ranked 84th. India in previous decades has showcased the best use of sports as a soft power tool, neutralizing the image often promoted in the West of Indians. As the world becomes more interconnected, the soft power image India has gained and is still building will be a crucial element in leveraging and shaping global order that will benefit India on the international stage, as the incumbent regional power of Asia.
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The views and opinions expressed in this article/paper are the author’s own and do not necessarily reflect the editorial position of Paradigm Shift.
She is doing her Bachelor in International Relations from Kinnaird College for Women's University, Lahore. She has done multiple internships with prestigious institutes and has a keen interest in foreign policy and diplomacy.