Sport as an Arena of Geopolitical Rivalry: An Analysis of Israel and Iran’s Soft Power Actions in the Context of the Middle Eastern Conflict
Sport has, for decades, been an inseparable element of the Israeli-Iranian conflict, transforming from a neutral field of competition into a tool of both countries’ foreign policy. In light of the latest military escalation on June 13, 2025—when Israel conducted a large-scale attack on Iranian nuclear and military installations—analyzing the use of sport as an instrument of soft power takes on particular significance. As Prof. Sharon Pardo of Ben-Gurion University notes, “sport is another foundation of political branding, aimed at changing and improving the image of countries.”
Israeli Soft Power Tools in Sport
Hasbara and Public Diplomacy through Sport
Israel’s soft power strategy in sport is based on the concept of hasbara—a specific form of public diplomacy aimed at shaping international public opinion. Hasbara, literally meaning “explaining,” has evolved from defensive responses to criticism into proactive efforts to build a positive image of the state. In the sports context, hasbara leverages athletes as state ambassadors and sports events as platforms to promote Israeli values and achievements.
“Hasbara in the digital age is not just about communication, but about active image management through sport, culture, and innovation.” – Prof. Larissa Davies
The Israeli Ministry of Foreign Affairs, together with the Ministry of Strategic Affairs, coordinates sports activities within a broader communication strategy that includes creating content on social media, collaborating with sports influencers, and organizing events to promote a positive image of the country.
Sport-Tech Diplomacy as an Innovative Approach
Israel has developed a unique concept of “sport-tech diplomacy,” utilizing its dynamic sports technology sector as a tool of public diplomacy. The Israeli sport-tech ecosystem includes over 140 companies specializing in performance analytics, training technologies, fan engagement solutions, and sports broadcasting innovations. Companies such as WSC Sports, Pixellot, Playsight, and BlazePod export their solutions worldwide, building Israel’s image as a leader in technological innovation.
“Israel uses sport to build a positive image, showcasing its values, successes, and innovation to the world.” – Prof. Simon Chadwick
Investments in research and development, amounting to 4.5% of GDP (the second-highest rate in the world), also translate into a technological advantage in the sports sector.
The Maccabiah Games as a Diplomatic Instrument
The Maccabiah Games are a key element of Israel’s sports strategy, functioning as the largest Jewish sporting event in the world with over 10,000 participants. As researchers Sophia Solomon, Sharon Pardo, and Hila Zahavi point out, “while the Games serve as Israel’s main sports diplomatic vehicle and strengthen its international image, they operate mainly through private and civic networks rather than state leadership.”
“To give you an appreciation of what we do, in terms of the sports at the Maccabiah, it's more compressed and challenging than the Olympics. They have three weeks and fewer teams.” – Jordan Weinstein, Vice President of Maccabi World Union
The 2025 Maccabiah Games, scheduled for July 8–22, are set to proceed despite ongoing conflict escalation, demonstrating the determination and resilience of Israeli society.
Normalization of Relations through Sport
A breakthrough in Israeli sports diplomacy was the investment by Emirati Sheikh Hamad bin Khalifa Al Nahyan in Beitar Jerusalem in 2020. Acquiring a 50% stake in the club for $92 million was a historic precedent, especially as Beitar Jerusalem was traditionally associated with radical fans chanting anti-Arab slogans. Sheikh Hamad expressed hope that his investment would “create an atmosphere of pure friendship” and counter “fanaticism rooted in ignorance and fear of others.”
Another milestone was the first-ever participation of Israeli weightlifters in the World Championships in Riyadh in 2023. The president of the International Weightlifting Federation, Iraqi Mohammed Jalood, emphasized that “sport is above politics” and demonstrates the strength of the international sports family.
Iranian Soft Power Tools in Sport
Ideological Foundations of Sports Policy
Iran’s soft power strategy in sport is rooted in the ideological foundations established after the 1979 Islamic Revolution. As Prof. Mohammad Babaei of the University of Gilan states, “countries around the world, including Iran, by promoting the health and vitality of society from a cultural perspective, seek to consolidate their country’s position on the international stage.” Iran uses sport as a tool to consolidate its geopolitical position, especially in the Persian Gulf region, while manifesting its opposition to Israel.
“Sport in Iran is an extension of foreign policy and a tool for shaping national identity in opposition to the West and Israel.” – Dr. Paul Widdop
The religious and ideological basis for hostility toward Israel remains a key element of the Islamic Republic’s doctrine, whose revolutionary ideology explicitly rejects the existence of Israel.
Systematic Boycotts as a Political Tool
Iran consistently implements a policy of boycotting Israeli athletes at all levels of international competition. In 2021, Ayatollah Ali Khamenei formally called on Iranian athletes to “not shake hands with a representative of the [Israeli] criminal regime in order to win a medal.” This policy is enacted through systematic withdrawals from competitions, feigned injuries, and deliberate weight violations.
The most dramatic example was the case of judoka Saeid Mollaei, who during the 2019 World Championships in Tokyo refused to follow orders from Iranian authorities. Mollaei recounted: “I was forced to lose so I wouldn’t have to fight an Israeli. It broke my heart. I just want to compete like any other athlete.” The athlete eventually fled the country and now represents Mongolia, while Iranian authorities imposed a lifetime ban on him.
Use of International Organizations
Iran actively uses international sports federations to pursue its political objectives. In February 2024, the Iranian football federation appealed to FIFA to suspend its Israeli counterpart due to the war in Gaza. Iran’s Ministry of Foreign Affairs stated regarding the Paris Olympics: “Announcing the acceptance and protection of the delegation of the apartheid terrorist Zionist regime means granting legitimacy to child murderers.”
The International Judo Federation suspended Iran in 2019 for ordering its representative to forfeit a match to avoid facing an Israeli. Such sanctions show that international sports organizations are increasingly responding to the politicization of sport, yet Iran continues its actions.
Funding through Parastatal Structures
Iranian soft power in sport is partly based on the activities of parastatal foundations (bonyads) that finance sport, culture, and education, building networks of influence in the region encompassing Iraq, Syria, and Lebanon. These parastatal structures enable Iran to support sports organizations and movements in regional countries while avoiding direct state involvement.
“We have never hidden that Hezbollah’s entire budget, all our income and expenses, everything we eat and drink, all weapons and missiles come from the Islamic Republic of Iran.” – Sheikh Hasan Nasrallah, head of Hezbollah
Key Historical Events in Sport
The history of the Israeli-Iranian conflict in sport is marked by a series of dramatic events that have shaped the current dynamics of rivalry. A turning point was the massacre at the 1972 Munich Olympics, in which eleven Israeli athletes were killed. As one of the Palestinian terrorists, Jamal Al-Gashey, recalled: “I felt pride and joy—my dream of taking part in an action against Israelis was finally coming true.”
In 1974, Israel was excluded from the Asian Football Confederation, forcing it to seek a new sporting orientation. The transition to European sports structures, culminating in full UEFA membership in 1994, was a strategic decision to integrate with the West.
Contemporary events include Iran’s suspension by the International Judo Federation in 2019 for boycotting Israeli athletes, the historic Emirati investment in Beitar Jerusalem in 2020, and the first participation of Israeli athletes in Saudi Arabia in 2021. During the Paris 2024 Olympics, boycotts by Arab countries continued, despite partial normalization of relations in the region.
The Impact of Military Escalation on Sports Diplomacy
The Israeli attack on Iran on June 13, 2025, has significantly impacted both countries’ sports diplomacy. In response to the escalation, Israeli security services implemented strict protective procedures for their athletes abroad. Israeli Foreign Minister Israel Katz warned his French counterpart of a possible terrorist threat:
“We are still receiving intelligence about a potential threat from Iranian agents and other terrorist groups planning to attack members of Israeli delegations and tourists during the Olympic Games.”
Military escalation limits the possibilities of using sport as a platform for dialogue between the two countries. As Dr. Bartosz Bojarczyk of Maria Curie-Skłodowska University notes, “this conflict is just gaining momentum” and international institutions are “in serious crisis.” This situation may have long-term consequences for international sport in the region.
In this context, sport is no longer a tool for building bridges, but rather an arena for extending political conflict, where each side uses international sporting events to delegitimize the opponent and mobilize international support for its cause. As summarized by an IRIS think tank analysis:
“Sport is no longer just sport—it has become a new arena of rivalry between powers, where instead of bullets, balls whistle, and instead of diplomats, athletes fight on the front line.”
#SoftPower #Geopolitics #SportsAndDiplomacy #Israel #Iran #SportsPolitics #Rivalry #MaccabiahGames #SportsTech #Hasbara #MiddleEast #Profluence
What do you think—can sport still become a platform for dialogue and reconciliation in the Israeli-Iranian conflict, or will it remain a tool of political rivalry for years to come? Share your opinion in the comments!