Ireland has launched a bold new vision to harness the unifying power of sport as a tool for international engagement, inclusion, and economic development.

At the Global Ireland Summit in Dublin Castle yesterday, a high-powered sports panel, backed up by Government ministers, discussed how sport can elevate Ireland’s role on the world stage—not only in stadiums but also in boardrooms and embassies.

Minister for Arts, Culture, Communication, Media and Sport Patrick O’Donovan described the strategy as a way to “use the system that sport gives us” to showcase Irish values globally.

“If ever the world needed people to come together through something other than a shouting match, it’s now,” he said. “Sport gives us that.”

Sport as a Platform for Diplomacy

O’Donovan emphasised that Ireland’s global reputation as a peaceful and principled nation gives it a unique position in soft power diplomacy. “We haven’t invaded anybody. We’ve never declared war on anybody. That makes us an easy group to sit down with,” he said. “But now we need to use sporting events to speak up, say what’s right, and project our values.”

Among the events highlighted as key diplomatic opportunities were the 2027 Ryder Cup, the 2030 Cricket World Cup, the College Football Classic in Dublin, the Euro 2028 Finals, and the NFL game the Pittsburgh Steelers will play later this year at Croke Park.

The minister said each event “is more than just a match — it’s a chance to speak to the world.”

Legacy, Participation, and Local Impact

The government also intends for major events to create long-term benefits in local communities.

“We’ll ensure that there’s a tangible participation legacy from the major national events Ireland hosts,” said O’Donovan. “It’s not just about elite sport — it’s about development, health, and inclusion in every county.”

Sport Ireland CEO Una May underscored that legacy must extend beyond infrastructure to include deeper international relationships and greater participation at home.

“We’re always willing to share what we do,” she said. “Other countries used to lead — now they’re coming to us.”

May cited Ireland’s ability to attract high-profile events such as the World Cup Cyclocross and European Athletics as proof of Ireland’s growing stature.

“We’ve built a reputation as an ethical, trusted, and welcoming sporting nation.”

The Athlete as Ambassador

From the perspective of athletes, sport is already a vehicle for diplomacy. Irish Olympian Derval O’Rourke said her career opened doors globally.

“Being Irish opens doors. But being Irish and striving for excellence keeps those doors open,” she said. “Sport is more than just wins — it’s an expression of who we are as a people.”

O’Rourke emphasised how current stars like sprinter Rashida Adeleke are redefining Ireland’s global image. “I watched her being introduced in Shanghai, and Andrew Coscoran running in Miami — they said the word ‘Ireland’ 15 times in 30 seconds,” she said. “There’s something about that — brand Ireland paired with sport — that is incredibly powerful.”

John O’Shea, assistant head coach of the Republic of Ireland men’s football team and former international, shared similar sentiments.

“When the Irish Women’s team qualified for the World Cup, the support they got in Australia was incredible,” he said. “That connection between Ireland and its diaspora is real. Sport strengthens it.”

O’Shea also stressed the importance of improving facilities to help young Irish athletes thrive. “We’ve flourished already as a nation. Now we need to support the next generation.”

Gaelic Games Go Global — But Face Growing Pains

One of Ireland’s greatest cultural exports is the GAA — a global phenomenon with over 500 clubs worldwide. GAA President Jarlath Burns said Gaelic games are often the first connection between Irish diplomats and local communities abroad.

“If you want to find the Irish community in any country, look for the GAA,” he said. “We’re not commodified, we’re not professional — we’re based on values that are distinctly Irish.”

Burns noted that while the GAA is expanding abroad, its centralized structure may not meet the needs of international clubs. “We may need to become a federation to access funding and pitches,” he said, referencing limitations faced in regions like the Middle East. “But doing so would mean giving up some control. That’s a big decision for us.”

He also raised the potential of seeking Olympic status for Gaelic games. “If breakdancing made it into the Olympics, why not hurling?”

Infrastructure, Diversity, and Inclusion

The conversation also touched on the need to ensure that sports in Ireland reflect the country’s changing demographics.

Sarah Keane, CEO of Swim Ireland and former head of the Olympic Federation of Ireland, highlighted the significance of visibility and infrastructure in underrepresented sports.

“Swimming is the second most participated sport in Ireland,” she said. “It’s the top sport for people with disabilities and the most participated among women. Yet we can’t host a world championship — we don’t have two 50-meter pools at the one location.”

Keane also stressed the importance of showcasing diverse Irish athletes at home. “Daniel Wiffen is an Olympic gold medalist. He’s seen as a global superstar. But we still only talk about movie stars as ambassadors,” she said. “We need to celebrate our athletes more.”

On inclusivity, O’Rourke added: “The confidence of our young people today is outstanding. They’re open to building legacies beyond sport.”

Burns acknowledged that integrating new Irish communities into Gaelic games remains a challenge. “Soccer and rugby are global — they’re easier for new arrivals to pick up. We’ve made progress, but there’s more to do.”

Tapping into the Diaspora

Ireland’s global network of citizens and descendants remains one of its most powerful soft power assets. The panel agreed that engaging Irish communities abroad through sport is a winning strategy.

“Two-thirds of the Irish population are involved in sport in some way,” said Una May. “Every one of those people has someone abroad. Sport can connect them.”

Derval O’Rourke echoed the sentiment. “In LA 2028, there’s an opportunity to engage the Irish-American community, to tie in strategically, and to build long-term legacy.”

Keane agreed, noting that collaboration must go both ways. “We want the children of Irish emigrants to feel there’s a pathway to represent Ireland. There’s a real appetite for that abroad.”

Next Steps: Values and Vision

With Ireland set to host its EU Presidency in 2026, Minister O’Donovan said sport should play a central role in the country’s international message.

“When France hosted the EU Presidency, they used it to put gender equality in sport on the agenda,” said Sarah Keane. “We should ask ourselves: What does Ireland want to put on the agenda next year?”

In closing, O’Donovan reminded the audience that sport is more than a pastime — it’s a global language and a tool of influence.

“Sport allows us to have difficult conversations in respectful ways,” he said. “It lets us say, ‘This is who we are — and this is what we stand for.”

 

Further Reading for Sport for Business members:

Check out Sport for Business coverage of Government

 

SPORT FOR BUSINESS PERSPECTIVE

We have consistently made the point that sport has never been as high on the Government agenda as it is now.  The sports panel at the Global Ireland Summit was important but so too was its position on the agenda, following on from the keynote address of Taoiseach Micheál Martin, himself no stranger at sporting venues. 

We need to capitalise on this position of influence, and also deliver back for Ireland and the Government in terms of tourism and the soft power of sports diplomacy.  That is well within our collective capacity.

WHAT’S UP NEXT?

The planning is already underway for a successor to the National Sports Strategy and we will be taking a keen interest in that over the coming months and years.

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