India's Position in Global Soft Power Through Sports and the Road Ahead

The recent study released by SKEMA Publika in March 2025, titled "Sport and Soft Power Ranking," places India in the 18th spot globally in terms of soft power through sports. This ranking reflects both the progress India has made and the significant potential it still holds for growth. As a country brimming with cultural richness and a fervent passion for sports, India now faces the challenge of leveraging these strengths to enhance its soft power on the world stage.

Understanding Soft Power in Sports

Soft power, a term introduced by Joseph Nye, refers to a country’s ability to influence others through attraction rather than force. In the sports arena, soft power is displayed through hosting international events, engaging in athletic diplomacy, and building a global fan base. The SKEMA Publika report shows how sports can transform a nation’s influence. Countries like the USA, the UK, and China have harnessed their sporting successes to boost their global image and foster positive relationships with other nations.

The Global Soft Power Ranking Landscape

The report indicates that the USA, UK, France, China, and Germany are leading in soft power through sports. They are closely followed by Australia, Italy, Spain, Brazil, and Japan. The USA is at the forefront, primarily due to its exceptional performance in major events like the Olympics and its well-known domestic leagues such as the NBA and NFL.

The USA: The Soft Power Giant

The soft power of the USA extends beyond its collection of Olympic medals. It involves the way the nation promotes its sports and engages with fans around the globe. For instance, the NFL's international games attract millions and reflect essential American values like teamwork and resilience. As of 2024, the NFL has over 410 million fans worldwide, while the NBA has around 2.4 billion global fans, thanks to its broad international appeal. The NFL Super Bowl draws more than 100 million viewers, whereas the NBA Finals average between 12 to 20 million viewers per game. With substantial investments in sports infrastructure surpassing $15-20 billion annually, the USA effectively leverages its sports to enhance its global influence.

Qatar and Saudi Arabia: Emerging Players

Qatar and Saudi Arabia have made significant progress in the rankings, securing the 15th and 16th spots, respectively. Qatar's successful hosting of the FIFA World Cup 2022 showcased its capabilities, aiming to attract around 1.5 million visitors and greatly enhance its global presence. Qatar is keen on hosting the 2036 Olympics to expand its soft power. Meanwhile, Saudi Arabia plans to invest over $30 billion in sports initiatives such as the Saudi Pro League, LIV Golf, Formula One, Wrestling, Cricket, Tennis, and more, with the aim of boosting its international reputation. These investments not only impact domestic societal goals but also help to strengthen its soft power.

Launched in 2016, Saudi Arabia’s Vision 2030 seeks to diversify the country's economy beyond the oil sector, with sports playing a crucial role in the initiative. Keeping up with the kingdom's expansive and diverse portfolio, which includes everything from football and golf to boxing and esports, has been challenging. Saudi Arabia arguably achieved its peak in the sports arena when it was announced last December as the host of the 2034 FIFA World Cup, an event for which it was the only bidder.

India’s Current Standing

India's position at 18th shows progress, yet there is still considerable room for enhancement. With a population of over 1.4 billion, a growing middle class, rising economic impact, demographic benefits, and a passionate fan base, along with renewed government focus on sports at both central and state levels, India has immense opportunities to enhance its soft power. A deliberate and strategic approach can elevate India's sporting achievements and the global perception of its sports culture.

The Cricket Factor

Cricket stands as India’s most formidable asset in the sports realm. It is more than just a game; it’s a unifying force that resonates with millions of fans across the globe. The Indian Premier League (IPL), now valued at approximately $16.4 billion, has proven that cricket can break geographical barriers, connecting India to a worldwide audience of over 600 million. This powerful platform can effectively amplify India's narrative in the global sports conversation.

Leveraging Major Events

India has a remarkable opportunity with its aim to host the Olympic Games in 2036. To get ready for this, it's essential to invest in sports infrastructure, athlete training, and event management. Regularly seeking to host other international sporting events can cultivate a culture of excellence, enhancing India’s standing on the global stage.

Bridging Cultural Divides with Sports Diplomacy

Sports have the capacity to enhance international relations. By organizing global sporting events, India can showcase its vibrant culture and hospitality. Initiatives such as youth exchange programs in sports and international coaching can help India build meaningful connections that transcend the sports arena and promote cultural understanding. India should develop a strategy to enhance its soft power through sports diplomacy, involving Olympic medalists, world champion athletes, and iconic sports stars to implement an effective and results-driven sports diplomacy.

A Strategy for the Future

To harness its untapped potential, India must commit to a comprehensive strategy aimed at enhancing its soft power through sports:

1. Investment in Infrastructure: Developing world-class sports facilities is essential. Upgrading existing venues and constructing new ones will enhance India's global image.

1. Support for Athletes: Providing a robust support system for talented young athletes, which includes training, sponsorship, elite coaches, and scientific support such as mental health resources, will enhance both medal counts and performances while also elevating India's standing in the sports world.

   
   

2. Promoting Diverse Sports: While cricket is vital, promoting sports like football, hockey, badminton, athletics, basketball, volleyball, etc. including indigenous games can showcase the breadth of Indian talent.

   
   

3. Community Engagement: Grassroots initiatives can bolster local participation in sports, raising awareness and building a strong culture.

   
   

4. Enhancing National Sports Federations: Enhancing governance, restructuring competition formats, empowering NSFs and their associated units, fostering talent development, and providing sufficient funding with increased involvement from stakeholders at every level.

   
   

5. Forging International Partnerships: Collaborating with other countries for hosting mega events, elite training and exposure can enhance India's influence and foster goodwill.

   
   

Looking to the Future

India’s 18th rank in the "Sport and Soft Power Ranking" highlights both its achievements and its opportunities. With its vibrant cricket scene, the potential to host the Olympics, and a strategic approach to nurturing sports, India is well-positioned to improve its standing in the years ahead. As the nation continues to develop its sports identity, the perception of India through sports can enhance its global standing.

By focusing on comprehensive strategies that invest in infrastructure, support athletes, and promote a variety of sports, India can unlock its true potential in global soft power through sports. With dedicated efforts, breaking into the top 10 of the global soft power rankings could soon be within reach. The world is watching—it's time for India to step up and play its best game yet.