FRANCE AND THE OLYMPIC GAMES: HAS THE USE OF SPORT AS A GEOPOLITICAL STRATEGY BEEN SUCCESSFUL?

Historical and Geopolitical Context

In recent decades, France, like other Western powers, has faced significant challenges in maintaining its global influence. The rise of new powers, the contestation of its military forces in former colonies, and the increasingly fierce technological and industrial race have compelled the country to seek new ways to reaffirm its position on the international stage. In this context, the Olympic Games emerge as a strategic tool for diplomacy and geopolitical reaffirmation.

Paris and the Geopolitics of Mega-Events

Paris, globally renowned and one of the most visited cities, did not require a global reintroduction. However, France's interest in hosting the Olympic Games transcended tourism. It focused on reaffirming its geopolitical position at a crucial moment for the redefinition of international power structures. With emerging economies like China and India challenging the G7 status quo, Europe faced an intense debate about its role in the new global scenario.

Migration of Mega-Events and the French Strategy

In recent years, mega-sporting events have migrated to emerging countries such as Russia, Qatar, China, South Africa, and Brazil, reflecting the shift in global power centers. Following an atypical Olympics in Tokyo due to the pandemic, hosting the Games in Europe again had a clear objective: to reaffirm the continent's political and diplomatic relevance. France, aware of the power of sport as a tool for international projection, adopted a strategy similar to that of emerging countries, using sport to strengthen its image and influence.

French Sports Diplomacy

The French government has clearly articulated the political motivations behind hosting the Olympics in official documents. These emphasize the use of sport as a central instrument in cooperation with partner countries and as a tool for national influence and attractiveness. The French sports offensive began in 2016 with the European Championships and continued with events such as the Men’s World Handball Championship (2017), the Ryder Cup (2018), the Women’s World Cup (2019), and various other world championships in different sports.

New Era Games and the Projection of Power

Paris proposed a more sustainable and inclusive event for the 2024 Olympic Games, introducing new sports and achieving near gender parity to attract a younger audience and renew global interest. This approach aimed not only to revitalize the Olympic model but also to send a message that France remains relevant in defining the rules of the 21st century. IOC President Thomas Bach referred to Paris as the “New Era Olympics,” a label France hoped to use to reaffirm its place on the global stage.

Political Crisis and the Future of Sports Diplomacy

The domestic context in France, however, complicated this narrative of power. The victory of the far right in the European elections and Macron's subsequent dissolution of parliament created an unprecedented political crisis. The Olympics occurred without a new government in place and amidst a deeply divided society. Despite this, the French government remains committed to using sport as a diplomatic tool, planning to host over 40 major international sporting events in the next five years, including the 2030 Winter Olympics.

Sport, International Cooperation, and Cultural Promotion

French sports diplomacy extends beyond power projection. It aims to strengthen international cooperation, focusing on developing sport in African countries through projects like academies that combine sport and education in Senegal, Liberia, Morocco, Cameroon, Mali, and South Africa. There is also a continuous effort to promote the French language during sporting events.

Conclusion: The Lasting Impact of the Olympic Games

The Paris Olympics served as a temporary catalyst, diverting attention from domestic political crises and projecting an image of stability and power. However, a return to French political reality is inevitable. Recent history indicates that the impact of sporting successes on the political scene is short-lived, with Macron already aware that the political respite provided by the Games will not last long. Despite internal challenges, France continues to use sport as a strategy for geopolitical reassurance and to strengthen its international relations.