Sport has become far more than a form of competition and entertainment. Increasingly, it is used as a tool of soft power, shaping how countries are perceived globally through attraction, culture and reputation rather than force or economic pressure.

Within the context of sport, soft power is expressed through how sporting events, athletes and media coverage influence international perceptions of nations. International tournaments, athlete performances and sports journalism all contribute to how countries are understood beyond their borders. At the International Sport and Media Symposium hosted by the University of the Western Cape (UWC), this relationship between sport, media and influence formed a central theme of discussion.

This theme formed the focus of the symposium, which brought together scholars and researchers and media experts from South Africa, Germany, the US, Latin America, New Zealand, Australia and other countries, to explore how sport and media contribute to influence in a rapidly changing global environment.

Hosted through UWC's UNESCO Chair in Sport for Development, Peace and Olympic Education and the Olympic Studies Centre, the symposium provided a platform for discussions on sport diplomacy, media representation, sports journalism and the growing role of sport in international affairs.

Opening the symposium, UWC Deputy Vice-Chancellor for Student Development and Support, Prof Matete Madiba, highlighted the importance of critically engaging with how media shapes understanding of countries and societies.

She said the concept of soft power is increasingly relevant in a world where perceptions are often formed long before direct experience.

Sharing a personal reflection, Prof Madiba noted that during a visit to another country, she encountered a reality that differed significantly from what she had previously understood through media coverage.

“What I encountered was very different from what I had been exposed to before I travelled,” she said. “It reminded me how powerful media can be in shaping perceptions of places, people and societies

UNESCO Chair in Sport for Development, Peace and Olympic Education at UWC and Director of the Olympic Studies Centre, Prof Marion Keim, said the symposium was designed in collaboration with the International Association for Communication and Sport (IACS) to encourage interdisciplinary dialogue on the ways sport shapes societies, both locally and globally.

“Sport is no longer only about competition and performance. It has become a significant social, cultural and political force. Through media, sporting events reach global audiences and become platforms through which countries communicate who they are and what they stand for,” she said.

Throughout the symposium, speakers examined how major sporting events, athlete activism and media coverage shape public perceptions and strengthen international connections. Discussions highlighted the growing importance of sport as a vehicle for cultural exchange, nation branding and diplomacy.

One of the international presenters, Professor Wiebke Loosen from the Leibniz Institute for Media Research and the University of Hamburg, shared findings from a Worlds of Journalism Study, one of the largest international research projects examining journalism cultures and practices.

In her presentation, Salespeople in the Toy Department: A Global Analysis of Sports Journalists in the Worlds of Journalism Study, she explored how sports journalists perceive their professional roles and respond to the demands of an increasingly commercialised media environment.

Prof Loosen’s presentation brought together the research of Peter English (University of the Sunshine Coast), Thomas Horky (Macromedia University – Hamburg), Mireya Márquez Ramírez (Universidad Iberoamericana) and Tim Vos (Michigan State University).

Drawing on data from journalists across multiple countries, the study examined how sports journalists balance their responsibilities as information providers with growing pressures related to audience engagement, entertainment and commercial interests.

The presentation highlighted the important role that sports journalists play in shaping narratives about athletes, teams, sporting events and nations. These narratives shape how sport is understood by audiences and influence broader perceptions of countries and cultures around the world.

The symposium also explored how governments, sporting organisations and international institutions use sport to strengthen relationships, promote national interests and engage global audiences. Presentations demonstrated that the influence of sport extends well beyond the field of play and increasingly forms part of broader social, political and economic conversations.

For Prof Keim, an equally important outcome of the symposium was the opportunity it created for students.

“We wanted students to see the breadth of opportunities that exist in sport,” she said. “Sport is connected to media, communication, law, diplomacy and social development. There are many different pathways that students can pursue.”

She said the event exposed students to leading international scholars and emerging areas of research, while highlighting career opportunities in sports journalism, sports communication, sports law, policy development and sport administration.

“The symposium was not only about sharing research,” she said. “It was also about creating opportunities for learning, networking and inspiring future professionals who will shape the sport sector in years to come. We thank Prof. Thomas Oats and the IACS team and all local and global presenters, chairs and delegates for their valuable insights and thought-provoking presentations and look forward to our continued collaboration in this important field.”