Can Global Sports Revive American Soft Power?

On Sunday, July 19, the global soccer tournament final will be played in New Jersey. The event will cap 104 matches over 39 days, spanning 16 cities across three North American countries and drawing the largest crowds in the tournament's history. By many accounts, the tournament has been one of the most powerful exercises in soft power in recent memory, with the 2028 Los Angeles Olympics soon to follow. Beyond soccer, global sports continue to deepen their international reach. England's Premier League, fueled by growing American ownership and investment, has become a major commercial force in the U.S., while the NBA and NFL continue to expand their own global ambitions. All of this, however, arrives at a moment of uncertainty, when tariffs, wars, and strategic rivalry dominate the headlines. We explore how major sporting events can help shape investment, influence national brands, strengthen commercial ties, contribute to growth - and at times, succeed where politics cannot.  -The Call is a series of live video conversations featuring expert guests from the U.S. Chamber's Global Intelligence Desk. Live access to The Call is a benefit to the Chamber’s members; however, we are pleased to provide recordings of the calls for wider listening thereafter.Learn more about the Global Intelligence Desk: https://globalintelligencedesk.com/Join the conversation on LinkedIn:   / global-intelligence-desk