Reuters.com photo, Egypt Men's football team

Egypt is turning to sports as a key tool to improve its international image, strengthen diplomatic ties, and support long-term development goals.

This strategy is part of a growing global trend where countries use cultural influence, not force, to achieve foreign policy aims.

Through sports diplomacy, Egypt is promoting national pride, attracting tourists, and creating opportunities for economic growth. At the heart of this plan is the global success of its athletes and it's a Mohamed Salah, Egypt’s top football star, plays a major role in this effort.

His success in the English Premier League has brought international attention to Egypt.

His image is widely used in local campaigns to promote tourism, investment, and national values. His reputation for discipline, humility, and charity has helped shape a positive view of Egypt abroad.

Beyond football, Egypt is gaining global recognition in squash. Players like world number one Ali Farag continue to dominate, and international squash events hosted in Egypt, including those near the Pyramids of Giza, attract global fans and media attention.

Egypt also focuses on hosting events to boost its soft power. The country held the 2019 Africa Cup of Nations and the 2024 African Handball Championship. Plans are in place to host the 2025 U-20 Africa Cup of Nations and the Men’s U-19 Handball World Championship.

These efforts align with Egypt’s Vision 2030, which sees sports as a driver of economic and social progress. The government is using targeted media campaigns, youth programs, and partnerships with sports bodies to support this plan.

Still, challenges remain. Limited resources and political issues affect how far Egypt can go.

Experts suggest building stronger infrastructure, increasing private investment, and linking sports with other sectors like technology and health to boost results.

Despite these challenges, Egypt’s sports diplomacy is growing. By promoting its athletes and organizing major competitions, the country is increasing its visibility on the global stage and driving economic and cultural benefits at home.

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