Produced following the World Cup Diplomacy Summit 2026, held at United Nations Headquarters in New York ahead of the FIFA Men’s World Cup 2026, the White Paper brings together the views of diplomats, international organisations, governing bodies, clubs, academics and civil society to create what it describes as a practical, non-binding framework for using sport as “a platform for diplomacy and dialogue”.

Reach alone is no longer enough

Perhaps the paper’s strongest message is that sport’s enormous popularity cannot be mistaken for impact.

As the Executive Summary notes: “Sport is one of the world’s most powerful shared social platforms… The Summit’s central conclusion is nevertheless clear: reach is not impact.” Instead, the diplomatic value of sport depends on how it is governed, measured and delivered.

That represents an important shift in thinking. Rather than celebrating sporting events simply for bringing people together, UNITAR argues that organisations should be asking more challenging questions: What public value is being created? Who is accountable for delivering it? And how will success be measured over time?

These questions resonate strongly with Global Sustainable Sport’s own emphasis on evidence-based assessment. Purpose is increasingly defined not by ambition or visibility, but by demonstrable outcomes.

From advocacy to implementation

The White Paper places particular emphasis on moving beyond rhetoric. It warns that initiatives designed primarily for visibility risk undermining the very credibility they seek to create.

Instead, it identifies four strategic priorities: strengthening sport diplomacy itself; creating lasting community legacy; harnessing artificial intelligence and fan engagement responsibly; and recognising the growing intersection between sport, culture and entertainment. These themes are supported by governance principles and aligned with the UN Sustainable Development Goals.

Importantly, inclusion is treated not as a separate workstream but as a measure of whether sport diplomacy is genuinely succeeding. Women and girls, people with disabilities and displaced communities are positioned as central beneficiaries rather than peripheral audiences.

Building a new profession

Alongside the White Paper, UNITAR has expanded its wider sport diplomacy portfolio, recognising growing demand from governments, National Olympic Committees, international federations and the private sector for specialist education in this emerging discipline. The Institute now offers an Executive Diploma in Sports Diplomacy alongside bespoke leadership and capacity-building programmes designed to equip future leaders with diplomatic, governance and strategic skills.

The White Paper concludes that recognising sport diplomacy as a professional capability should be the next step, with structured training helping diplomats, sports leaders and institutions develop the competencies needed to maximise sport’s contribution to international cooperation.

A blueprint for responsible leadership

As global sport faces increasing scrutiny over governance, human rights, sustainability and legacy, UNITAR’s work reflects a broader evolution in how success is defined. Sport is no longer viewed solely as entertainment or economic activity, but as an instrument capable of advancing peace, dialogue and sustainable development when underpinned by credible governance and measurable impact.

As the White Paper succinctly states, “The shift from advocacy to implementation is the decisive test.”

For sports organisations seeking to demonstrate genuine purpose, that may prove to be the most important message of all.