Why Sports diplomacy should play a key role in advancing the Future Generations agenda in Cymru-Wales and the world

The Well-being of Future Generations (Wales) Act 2015, a testament to the innovative approach of the Welsh Government, has not only gained international recognition but also sparked a global movement towards sustainable development. This Act, in close harmony with the United Nations' Sustainable Development Goals (SDGs), has been hailed as a model for other nations and jurisdictions. Its focus on the long-term well-being of future generations and the integration of environmental, social, cultural and economic considerations has been lauded by influential global stakeholders as a progressive step towards a more sustainable global future. By mandating public bodies across Cymru-Wales to consider the long-term impact of their actions, the Act has set a compelling precedent for promoting environmental and social sustainability for future generations, both within and beyond Cymru-Wales.

In Aotearoa-New Zealand, for instance, the government has introduced the Well-being Budget, which was influenced by the Welsh Act and focuses on promoting the well-being of its own current and future generations. Since its introduction in 2019, this approach has become integrated into Aotearoa-New Zealand's broader public finance system. It emphasises that people's quality of life cannot be determined by traditional economic measures alone and is essential to the nation’s economic planning. Similarly, in Australia, influential stakeholders in State and Federal politics and lobby groups have shown increased interest in enacting similar legislation to ensure that decision-making processes consider the long-term impact on the environment, society, and the economy.

The Welsh approach has also significantly impacted the United Nations (UN) and has demonstrated its potential as a framework for advancing global sustainable development efforts, including the UN Sustainable Development Goals (SDGs). For example, in 2016, the UN announced its support for establishing a UN Special Envoy for Future Generations, committed to a Futures Summit in 2023, and made a UN Declaration for Future Generations, all with close reference to activities in Wales.

Underlining this point in 2016, Jayathma?Wickramanayake,?United Nations Secretary-General’s Envoy on Youth, said:??

“Our vision for a?UN?Special Envoy for Future Generations is inspired by the progress being made in some countries around the world, including Wales, which demonstrates that it is possible to legislate and take action to put the interest of future generations at the heart of government.”?

More recently, a Protocol has been developed by the Office of the Commissioner for Future Generations of Wales with the support of a high-level coalition of global early adopters. The protocol was informed by a community of over 150 policy leaders, activists, and practitioners from more than 60 countries. It was developed across three iterations of global consultation culminating at the Future Generations Forum, held in Cardiff (Wales) from April 29th to May 1st, 2024. The final text was agreed upon on May 9th, 2024. The protocol was created to support the Declaration for Future Generations implementation efforts and was co-facilitated by the Kingdom of the Netherlands and Jamaica. You can access the Wales Protocol for Future Generations directly here: https://www.futuregenerations.wales/wp-content/uploads/2024/05/Wales-Protocol-for-Future-Generations.pdf

How can Sports Diplomacy be integrated into the Future Generations agenda and activities in Wales and globally?

Sports diplomacy has the potential to be a powerful tool for promoting and achieving the key goals outlined in the Well-being of Future Generations (Wales) Act 2015, UN SDGs, and related policy provisions worldwide. This innovative approach can utilise the universal appeal and unifying power of sports to encourage collaboration, build relationships, and address complex social and environmental challenges. By utilising the influence of governments, policymakers, and stakeholders in the international sports community and civil society, sports can be used to advance the objectives of the Act and have a positive impact on the well-being of current and future generations.

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A key goal of the Well-being of Future Generations Act is to improve Wales's economic, social, environmental, and cultural well-being. Sports diplomacy aligns with this goal by facilitating cultural sports exchanges, cross-border sports collaborations, and economic opportunities through sporting events, on the ground people-to-people engagement, and other initiatives. By engaging and investing further in its innovative sports diplomacy approach, Wales can strengthen its international relationships, attract investment, and showcase its commitment to well-being on a global stage.

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Furthermore, the Act emphasises the importance of addressing climate change, promoting sustainable development, and enhancing the health and well-being of the population. Sports diplomacy can contribute to these objectives by promoting environmentally friendly practices within sports events, raising awareness about sustainability, and encouraging physical activity and healthy lifestyles. Through sports diplomacy, Cymru-Wales can inspire positive behavioural change, advocate for environmental conservation, and promote the well-being of its citizens.

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Moreover, the Act emphasises the need for collaboration and integration across sectors and communities. Sports diplomacy provides a platform for fostering partnerships between governments, non-governmental organisations, businesses, communities and the domestic and international sportscape to work towards common goals. By leveraging sports' convening power, Cymru-Wales can facilitate meaningful dialogue, knowledge exchange, and collective domestic and international action to address complex challenges and promote well-being for future generations.

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To summarise, sports diplomacy offers a unique and practical approach to advancing the key goals of the Well-being of Future Generations (Wales) Act 2015. Through sports diplomacy, Wales can position itself as a forward-thinking and inclusive nation committed to building a better future for all.

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Practical recommendations - Fusing Sports Diplomacy with Future Generations activities

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The recommendations below are intended simply as a starting point, aimed at providing practical and scalable ideas on how sports diplomacy could help underpin and speed up the implementation of the Well-being of Future Generations (Wales) Act 2015 in Cymru-Wales and partner nations, regions, and organisations. At this stage, they should be regarded as 'blue sky' thinking, requiring deeper thought and resources to determine their viability.

1. Host international sporting events and/or conferences that emphasise sustainability, health, and well-being and showcase Wales' commitment to Future Generations, the Act's objectives and sustainable economic development.

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Proposed initiative:

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Wales should consider the possibility of hosting a conference or event that focuses on the Role of sports diplomacy in advancing the Future Generations agenda. The conference would centre around a major sporting event or international fixture in Cardiff, Newport, Swansea, or Wrexham. It should feature contributions from key partner nations that have been influential in driving forward the Future Generations agenda, such as the Kingdom of the Netherlands, New Zealand, and Jamaica. Other priority relationship nations for the Welsh Government, such as the Basque Country, the United States, Germany, the Republic of Ireland, or Catalonia, could also participate.

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Such an event would further position Cymru-Wales as an outward-looking, progressive, inclusive nation that is open for business and willing to take a leadership role on globally challenging issues.

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It could also be run in conjunction with important other policy streams. For example, why not invite overseas delegations or convene a workshop or trade exposition focussing on sustainability in sports technology, green sports technology solutions and areas such as sports law, policy and advocacy?

2. Collaborate with international sports organisations, sports clubs, sports people and athletes to promote transnational and regional partnerships focused on community well-being, sustainability and economic development.

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Proposed initiative:

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UEFA’s recently incepted Climate Action and Advocacy Group has been set up with the goal of reducing football’s carbon footprint by partnering with organisations promoting climate protection. As Frans Timmermans, European Commission executive vice-president for the European Green Deal has noted:

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“Football brings our continent and our planet together. To keep enjoying our favourite game, we need to win the fight against climate change as a team.”

Why not explore the possibility of an official partnership between the Welsh Government, the Football Association of Wales and UEFA (a cohort of its member federations) to explore initiatives under this program and the Act?

Topics such as sustainability in professional and leisure sports travel (fans, grassroots teams, associations, etc.) and the carbon footprint of professional sports are ripe for further exploration and solutions-focused thinking. Wales could potentially become a leading stakeholder in driving forward a green travel agenda for the professional, leisure and grassroots sports sectors.

It could also explore issues such as hosting sustainable sports events and how to deliver positive environmental and social legacies for host communities.

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3. Use sports diplomacy to advocate for global environmental conservation and climate action, aligning with the Act's emphasis on sustainable development.

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Proposed initiative:

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Welsh teenage table tennis sensation Anna Hursey accepted an invitation in 2020 to use her growing sporting profile and personality to help save the planet as a Young Champion of the UNFCCC Sports for Climate Action Framework. As the youngest-ever athlete to compete at any Commonwealth Games and media darling of the Gold Coast 2018, Hursey has also encouraged deeper cultural ties between Wales and China through her prodigious sporting talent and family heritage.

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With Hursey’s qualification secured to represent Team GB at the Paris 2024 Olympics, there is an opportunity for the Welsh Government to approach Hursey with an offer to diversify her ambassadorial duties to champion Future Generations for Wales and the World. Perhaps even as a ‘captain’ for a small team of young sports and climate ambassadors or future generations diplomats in tracksuits representing the young people and future of Wales.

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Under this approach, the ‘Lleisiau Cymru’ (voices for Wales) program of ambassadors successfully deployed by the Welsh Government and Team Wales partners at the 2022 World Cup in Qatar could be upscaled and diversified. To enable this, the Welsh Government could also offer formal specialised diplomatic and technical training to young athletes interested in working on the Future Generations program, such as Hursey and young colleagues representing Wales across various sports.

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As part of this program, Wales could develop a digital sports diplomacy strategy that focuses on generating creative content and social media channels to push forward the Future Generations agenda supported by Athlete Ambassadors. Creative industries are a key industry in Wales, and stakeholders are already interested in the intersection of sports, culture, social inclusion, and progressive policy approaches.

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4.??????? Implement sports-based programs that promote social inclusion, diversity, and community cohesion in line with the Act's goal of integrated and collaborative approaches.

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Proposed initiative:

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Wales already has many examples of sports-based programs that actively promote social inclusion, diversity, and community cohesion. For example,

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StreetGames: This organisation uses sports to engage young people from disadvantaged communities, promoting social inclusion and community cohesion.

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Show Racism the Red Card: This program uses football's popularity to educate young people about the dangers of racism and promote diversity and inclusion.

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PAWB Football for All: ?This Football Association of Wales initiative aims to make football more inclusive and accessible to all, regardless of age, gender, ability, or background. The program promotes diversity and social inclusion within football, creating opportunities for individuals from all walks of life to participate in the sport. PAWB Football for All is committed to fostering a welcoming and supportive football environment that reflects the diversity of the community and encourages participation from individuals who may face barriers to involvement in traditional football settings.

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Why not work with key partners across the full Welsh sportscape to develop a ‘Sports for Future Generations’ network with a remit to scope, mobilise and deliver projects through the prism of sports that actively drive forward the Future Generations Act? International partners could also be invited as projects evolve.

Thank you for engaging with this article. I have many other ideas, but I wanted to ensure this content is readily digestible and acted as an initial catalyst for further thought from my network and key policymakers, practitioners and sporting leaders and businesses in Wales and the international community.

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I would warmly welcome your feedback and other ideas for moving the Future Generations agenda forward in the comments section of the accompanying post to this article. #sportsdiplomacy #futuregens #UNSDGs #Wales #Cymru.

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Diolch yn fawr – thank you for your engagement!

Gavin Price is Director of Europe/UK at the international consulting agency Sports Diplomacy Alliance with a prior career spanning 20+ years in international trade, intercultural relations and leadership across the Australian, UK and international public, consulting and university sectors. He is an expert on sports diplomacy in small nations and football diplomacy, an Honorary Member of the Centre for Sports Law, Policy and Diplomacy at the University of Rijeka (Croatia) and co-author of the British Council’s research report: Towards a Welsh sports diplomacy strategy.

Gavin pioneered the innovative field of sports paradiplomacy, including successful projects involving government, business, the sportscape and academe in Wales, the Basque Country and with other peak non-state sporting actors. An established writer and speaker, he has delivered publications, podcasts and lectures on topics ranging from Australian and Asian Football Diplomacy, Athlete Activism and sports diplomacy policy and practice in major nations. He is Co-Director of the 2023 Australia-UK sports diplomacy dialogue series and the world’s first World Congress on sports diplomacy (Donostia-San Sebastián, summer 2023).