The appeal and emotions associated with sports can be harnessed to shape perceptions and build soft power. 'The Geo-Political Economy of Sport'!

Hello! Welcome back to?PITCHSIDE MONITOR,?your one stop guide to club management.?This week we will:

• Look at sport from a geopolitical perspective
• Hear from Tomasz Frankowski , Member of the European Parliament

First up, is our section on club management.

With the release of the latest book 'The Geopolitical Economy of Sport' , we dig into the intriguing and fascinating arena of sports geopolitics. If sports are primarily a practice promoting health and education, and an entertainment; it also became a critical economic, and community activity. Yet, it extends beyond these aspects to become a tool of global politics, a manifestation of power. It offers nations a platform to assert their presence: for example in football with the World Cup like Uruguay did in 1930, locked between Brazil and Argentina, or Qatar in 2022, sandwiched between Iran and Saudi Arabia. Sports solidifies identity and fosters unity, a concept reflected in the fact that the Federation Internationale de Football Association ( FIFA ) has more members (211) than the United Nations (193), embracing even those not recognized by the latter, like Kosovo. As Orwell vividly put it, sports is akin to "war minus the weapons". Events like the Greenland-Tibet game in 2001, which infuriated China, and Palestine joining FIFA in 1998, show how football can stir geopolitical sentiments.

The football industry, with a GDP slightly above Slovakia at over USD100 billion, is a paradoxical giant, immense yet minuscule. On 26 October 1863, when football was codified, clubs were predominantly working-class entities, while today, it's the 'favourite' sport of global elites and white collars in the management. Football's globalisation, kick-started by the British empire; though the epicentre advances was the Danubian basin area (as discussed in our last newsletter ); accelerated with the advent of television, transforming it into a powerful weapon, driving TV rights from 1.6 billion in 2002 to an impressive 5 billion in 2022.

In the evolving world, countries like Jamaica, Hungary, and especially Qatar, are intensifying their sport policies. Qatar's unique strategy, embodied in the control of beIN SPORTS USA , Paris Saint-Germain , European Club Association (ECA) , offers a fascinating case study that could also be a positive for the development of the Qatar Stars League (read more here ).

La Suisse, le Centre de la Géopolitique Sportive Mondial

While Paris has been the historic centre for the founding of many international organisations, the concentration of sports organisations in the French-speaking region of Switzerland, particularly in Lausanne is due to Switzerland's political neutrality, stable environment, legal flexibility for non-profit organisations, and multilingual population: all contributing to making it an attractive location for international organisations. The influence of French as a language of diplomacy and international relations played an important role historically, starting with the International Olympic Committee – IOC established in Lausanne in 1915, and set up Switzerland as the Hub of sports. So, feel free to visit Club Affairs , our geo-strategic expert boutique based in Geneva at the intersections of sports, politics, and power providing unique knowledge on geo-strategic governance for football executives.

The Geo-Political Economy of Sport

In June, a book titled 'The Geopolitical Economy of Sport' will be released by Routledge (edited by: Professor Simon Chadwick , Paul R. , and Michael M. Goldman ), featuring a chapter written by our LTT Sports team.

The book's subject matter is highly relevant in today's times because examples such as the invasion of Crimea following the Sochi Winter Olympics, and Russia's aggression towards Ukraine after the Beijing Winter Olympics demonstrate the interplay between sport and geopolitics. Sport can serve as a tool of influence and soft power in geopolitics, allowing countries to build reputation, increase influence, and establish international relations. Soft power relies on attraction, persuasion, and the ability to shape narratives and perceptions, rather than relying solely on military or economic strength.

In the realm of sports, soft power is manifested through various means, such as hosting international sporting events, successful athletic achievements, sports diplomacy, and transnational leagues. By hosting major tournaments or championships, countries can showcase their organisational capabilities, cultural richness, and hospitality, thereby enhancing their international image and exerting influence. Successful performances by athletes or national teams can generate pride and admiration, positively shaping perceptions of a country and its people. Sports diplomacy is another aspect of soft power, involving the use of sports as a platform for fostering diplomatic relationships, facilitating dialogue, and resolving conflicts. Through sporting exchanges, friendly matches, or joint training programs, countries can engage in people-to-people interactions, build trust, and promote mutual understanding, contributing to diplomatic efforts and conflict resolution.

Soft power in sports and geopolitics recognises the potential of sports to transcend political boundaries, unite people from different cultures, and create shared experiences. It acknowledges that the appeal, emotions, and narratives associated with sports can be harnessed to shape perceptions, build relationships, and achieve strategic objectives in international relations.

Our chapter in the book delves into the topic of 'transnational leagues and their role in projecting soft power'. Specifically, it examines a joint Russian-Ukrainian football league project that gained considerable attention and discussion between 2012 and 2013. The project aimed to merge the top divisions of both countries. However, this proposed venture had underlying political implications. It can be seen as a strategic move by Russia to exert influence and infiltrate the Ukrainian society through the influential platform of football, which holds immense popularity globally.

The failed joint league project between Russia and Ukraine reveals intriguing dynamics. On one hand, it can be interpreted as a sports development initiative aimed at boosting the football business in both countries. It was an ambitious strategy intended to enable them to compete with the best in the world, both in sporting prowess and economic strength. However, on a more sinister level, the project can be viewed as one of Russia's attempts to assimilate Ukraine into its orbit. By targeting the popular sport of football, which plays a significant role in shaping national identity, Russia sought to dilute the independence and autonomy of Ukraine's domestic football competition.

Examining the project from the perspective of the ongoing war between Russia and Ukraine, it becomes evident that the joint league proposal was not merely a football endeavour. The individuals driving the project on the Russian side, the lack of consultation within Russian football itself, and the lukewarm response from the Ukrainians all contribute to the notion that something was amiss. The absence of significant Ukrainian representatives in the decision-making process raises questions about the supposed mutual benefit and transparency of the merger project. While there are successful examples of transnational leagues in other parts of the world, such as North America, the joint league between Russia and Ukraine lacked a clear business rationale from the outset. Instead, it appeared to be driven by nostalgic aspirations to recreate past glories, such as the USSR championship, and obscured political motives that were poorly disguised behind the smokescreen of projected revenue.

The consequences of Russian aggression and the ongoing war have had a significant impact on football in both countries. Russian clubs face bans from European competitions, and the Russian national football team is unable to play in official matches under the auspices of FIFA or UEFA . This isolation is likely to persist for the foreseeable future, affecting the standing of Russian football internationally. Ukrainian clubs, particularly those from the Donetsk and Luhansk regions, have also suffered displacement since 2014. The consequences of the conflict have reshaped the football landscape in both countries, exacerbating the existing tensions and divisions.

Looking ahead, the chapter speculates on the possibility of a different united league, potentially involving Ukraine and Poland. It envisions the formation of an 'Three Seas Football League' that incorporates other neighbouring countries, such as the Baltic League. While this concept remains speculative, it underscores the enduring importance of football in geopolitics and the potential for sports to shape regional alliances and relationships.

In our Football Talks section this week, we caught up with Tomasz Frankowski , Member of the European Parliament.? We asked Tomasz a few questions, and here is what he had to say.

1) Do you believe that sport can contribute to solving the current challenges the world is facing?

One of the main aspects of sport is its ability to unite people, regardless of their cultural and social differences. Moreover, sport plays a significant role in the economic sphere, contributing to the prosperity of the European Union . It is estimated that the value of sport is about 280 billion euros, which represents 2% of the EU's GDP. This economic strength of sport should be used to bring people closer together and build social bonds. Through sport, we can build bonds between people, promote values, and shape future generations, contributing to the overall good and harmony. Sport faces numerous challenges in the future, one of the most important of which is the need for the sports sector to adapt to climate change. The organisation of both large international sporting events and local events must take into account sustainable practices, caring for the protection of the natural environment. Another significant aspect is innovation in sport. Access to a vast amount of data opens up new possibilities for the use of technology in analysis and improvement of both individual athletes' skills and team tactics. Progress in the field of artificial intelligence provides prospects for the development of new processes that affect our experience and the way we watch sport. However, we must have full transparency in the use of artificial intelligence and particularly protect the data of athletes that are being used.

2) Is it the right time to rethink the model of sports organisations?

In 2021, we presented a report that addressed key issues related to sport. The document emphasised the importance of proper management in the field of sport, which impacts transparency, fairness, and democratic decision-making. The members recommended greater participation of all stakeholders in the decision-making process to ensure representation for all. The need for a greater role of sports institutions in promoting values and ethical standards was also highlighted. Although the European Union has limited competences in the field of sport, there is an initiative from the sports group that aims to increase the role of sport at the European level. The common goal is to develop a European model of sport that promotes mutual financial solidarity and balance between the professional and amateur sectors. Such an approach aims to create a more fair and balanced sports system. It's also worth mentioning the anticipated rulings of the Court in the case of the European Super League and the International Skating Union , which can confirm, or even strengthen, the competences of the European Union in the field of sport. This ruling will be another milestone in the process of building a stronger European sports model based on the principles of fairness, equality, and democracy. An important factor of success is the cooperation of all entities involved in the development of sport. Sports federations, clubs, athletes, sponsors, fans, governments, European institutions, and NGOs should strive for common goals and take joint action to build a sporting community. Harmonious relationships and partnerships are key to the development of sport at various levels, from local to international.

3) Does the EU have a plan to build the so-called soft power through sport??

It is also important for sport to be adequately represented in the structure of the European Union. The establishment of a dedicated Commission for Sport would be a significant step in this direction. Sport is significant for both the economy and society as a whole. One report is not enough to consider all aspects of sport, so further research and policy development are needed to effectively represent this sector. Together, we strive to create a sustainable and innovative future for sport. This requires cooperation, investment in new technologies, and proper management. Recognising sport as an important element in political and social life, for example, by adding it to the title and portfolio of a suitable Commissioner in the European Commission, could contribute to a greater promotion or visibility of sport at the EU level.

In our Bottom-49 section this week, we would like to invite your attention to the infographic below, which shows the representation of governors from the Bottom-49 countries in football's elite level governing bodies.

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Following our success-full debut publication 'The ECA Club Management Guide' and our collaboration on 'The Geo-Political Economy of Sport', we are currently putting the finishing touches to our new publication, written in Polish. The cover of this new book, is inspired from a very famous 'Kozakiewicz' gesture done at the Olympic games in Moscow.

Our new book, 'The Global Game: Unveiling Football's Geopolitical Arena' will go deeper into the world of sports and football geopolitics. This illustrating publication draws on our extensive experience of the football world spanning over a decade, with a specific emphasis on Polish soft power in sport. The book enriched with quizzes, cases studies, and captivating anecdotes, will specifically include for the Polish reader insights from the non-happened Cardiff meeting with Polish key football stakeholders or recently the action around Szymon Marciniak. This new book promises to offer a unique perspective on football's intricate role in the global geopolitical landscape. It will also be an advisory for the corporate world and sports stakeholders, as a practical guide to navigate the intricacies of football.

We would like to take the opportunity this week to once again highlight our 'Club Management Guide'. Together with the European Club Association (ECA) , we contributed to the development of a Club Management Guide, to share the best practices in football clubs and make them available to all members of the ECA. More details on the guide can be read here or seen on video here .

We're excited to be attending #FutureofSport at #GSWParis organised by Global Sports Week and Viva Technology Technology and football can sometimes have a tricky relationship, but we're looking forward to networking and contributing to industry evolution.The event will take place in Paris, from June 14-17. Feel free to reach out if you'd like to meet us at the event!

That brings us to the end of this week’s newsletter. We hope you found eye-opening insights from our content this week. Each week, we will be curating exclusive content for you from the club management ecosystem. So, stay tuned for more and don’t forget to subscribe to our newsletter?here !

LTT Sports is an advisory firm focused on connecting football strategy and operations based on experience, analysis and a strong network. At LTT Sports, we have created a set of services for football organisations, providing transversal solutions at any level of the professional football pyramid – to boost performance off the pitch, directly impacting on-pitch results.

*** Disclaimer: LTT Sports is an independent think tank aimed to be a platform of discussion amongst football stakeholders. The answers received for our interviews are personal views of the interviewee and/ or the organisation he or she may represent and strictly do not represent our views on the subject matter.

Contributors to this week's newsletter:?Olivier Jarosz ,?Konstantin Kornakov ,?Javier Alejandro Kuan Ayala ,?Adam Metelski ,? Bartosz Smekta?a

Editor: Ajay Abraham ?