BRICS Nations Leverage Sports for Soft Power and Diplomacy
According to the International Desk of Webangah News Agency, sports have evolved beyond mere physical activity to become a strategic instrument for soft power and national branding among BRICS countries.
Eight years have passed since the inaugural BRICS Games in Guangzhou, China. Since then, the range of sports and the number of participating countries have expanded. Alongside these games, other sports projects have emerged under the BRICS umbrella. However, experts believe it will take time to reach large-scale, global competitions.
The BRICS Games are considered the group’s most important sports project. In addition to Olympic sports, the games have hosted traditional sports such as capoeira from Brazil, kabaddi from India, and wushu from China, facilitating cultural exchange among member states. According to a 2020 decision, the host country for the games is the country holding the rotating BRICS presidency; South Africa hosted the games in Durban in 2023.
The 2024 BRICS Games in Kazan, Russia, marked the largest edition, with 82 countries, over 2,800 athletes, and 27 sports represented. However, some experts believe that the wide variety and constant changes in sports could pose challenges for long-term planning.
TV BRICS sports expert Vladimir Lednev stresses the necessity of establishing a consistent program for the BRICS Games to provide countries and athletes with a clearer vision for participation. He suggests that adding popular team sports like volleyball, handball, and water polo could enhance the games’ appeal.
In addition to the BRICS Games, the “BRICS Marathon League” has emerged as a new sports initiative. Launched in 2024 with the Kazan Marathon, it attracted nearly 30,000 participants, with subsequent stages held in St. Petersburg and Moscow. The competitions were repeated in 2025.
Experts estimate the direct and indirect economic impact of the BRICS Marathon League exceeded $62 million in its first year. Participant spending on lodging, transportation, and urban services significantly boosted the economies of host cities.
Sergei Skorokhodov, a TV BRICS digital and sports marketing expert, emphasizes the multiplier effect of sporting events, stating that sports can foster tourism, infrastructure development, health, and education, playing a role beyond mere entertainment.
Experts also believe that sports have become a crucial diplomatic tool in a complex global political landscape. Connecting athletes, coaches, and fans from different countries can help build lasting relationships based on cultural interaction.
However, developing BRICS sports initiatives faces challenges, including the geographical spread of members, logistical issues, and differing sports priorities. Specialists suggest that greater coordination, a defined list of sports, and increased prize money could pave the way for growth.
Experts emphasize patience to fully realize the cultural, economic, and political impact of sports within the BRICS framework, as most successful international sports projects have evolved over decades.
