SPORTS AND SOFT POWER IN MOROCCO

STRATEGIES, SUCCESSES, AND CHALLENGES TOWARDS 2030

Abstract

The 21st century is one of globalized sports, a phenomenon whose implications go far beyond physical activity. Today, sport has transformed into a strategic arena where nations engage in peaceful and regular confrontations. It has become the clearest way to wave a flag, assert oneself on the international stage, and position oneself on the world map. At a time when globalization tends to blur national identities, sport emerges as the most effective way to reunite a nation around a common goal, whether it's a sporting victory or a memorable achievement, the magnitude of which varies according to historical contexts and expectations. In this context, sport is not limited to mere physical competition but becomes a key diplomatic and political tool. It represents an essential element of a state's soft power, offering a powerful platform to influence and attract international attention. As Pascale Boniface points out in "Géopolitique du Sport" (2014), sport has become a global media showcase where every major sporting event and every notable performance contribute to strengthening a country's reputation and influence on the international stage. Today, major sporting events are no longer limited to on-field competitions but have become theaters where significant political and soft power stakes are played out. The meticulous organization of these events mobilizes not only the media but also high-ranking political leaders and public figures, highlighting the strategic importance given to sport in the context of international politics. This paper aims to explore the growing role of sport as a tool of soft power, with a particular focus on football, and to uncover the mystery behind this simple ball that has become a symbol of power and soft influence. It also proposes to examine the specific initiatives taken by Morocco to shine in this field, relying on a solid theoretical foundation and experts in the matter.