As the 2026 Winter Olympics in Milan-Cortina draw near, the role of the Olympics in global diplomacy is being highlighted as more than just a sports event. The article argues that Olympism serves as a significant tool of soft power, capable of bridging divides where traditional diplomacy often falls short. This perspective reflects the growing recognition of sports as a vital means for fostering communication and understanding among different nations and cultures.

The economic weight of sports has also become a focal point of discussion. Estimated to account for between 1.8% and 2% of the global GDP, the sports industry is valued at over $3000 billion. This encompasses various sectors including media rights, sponsorship, event management, and sports tourism, indicating the strategic importance of sports in shaping economic landscapes and influencing international relations. The integration of sports into the economic framework reinforces its role as a powerful agent in not only promoting peace but also driving economic growth.

In an increasingly fragmented and unstable world marked by deep geopolitical tensions, the article concludes that sports have transcended their traditional role of mere entertainment. They are now seen as a mechanism for structuring dialogue, influencing political debates, and promoting reconciliation among diverse groups. As the Olympic Games approach, their relevance in addressing global issues through the lens of sports diplomacy continues to grow, suggesting a future where Olympic ideals can contribute to international harmony and cooperation.