ABSTRACT
This chapter examines the relationship between sport, diplomacy and cultural relations. Sport within this context is about creating influence. Sport has potential influence, can help win friends, be a resource of hope and, like other aspects of culture, and help develop human capital. It has been noted that governments can make their countries more attractive through policies, diplomacy and deployment of resources, including development assistance for sport. So too can non-state institutions and agencies working below the level of formal government. Considering sports diplomacy's versatility, appeal and global scope, more and more nations are beginning to develop permanent and joined up government sports diplomacy strategies and policies. Effective international cultural relations are also about perception and projection. Sport can help understanding of the impact of globalization on culture and that of culture on globalization. Cultural relations are also about foreign policy and what foreign diplomats and civil society actors need in order to do their jobs effectively.
