Sport and relational public diplomacy: the case of New Zealand and Rugby World Cup 2011

Abstract

Although some have questioned the mixing of sport and politics, sport has always been a part of political life and as such an important factor in diplomacy. Whether or not the resulting outcome is positive or negative often depends on the approach taken. In 2011, New Zealand hosted the Rugby World Cup tournament. The government and Rugby Union along with regional and local governments, and civil society and business networks across the country developed and executed the 45-day REAL New Zealand Festival. By adopting a relational public diplomacy approach, characterized by the development and maintenance of relationships, collaboration across networks and exchange of resources both material and ideational, New Zealand executed what has been broadly acknowledged as a successful sports-diplomacy initiative. The resulting social capital was not due to the product – The REAL New Zealand Festival – itself, but instead of the interactive process that the initiative facilitated between various networks of domestic and foreign publics. Time is still required to assess long-term effects, but initial signs are encouraging that New Zealand succeeded in elevating Auckland's stature as an international metropolis, showcasing New Zealand as a productive, innovative business and investment environment, and bolstering its national brand as a beautiful, rare and 100% pure destination.