Commentary: Instead of a soft power coup, the World Cup could be an ‘own goal’ for Donald Trump

The upcoming 2026 World Cup, set to be co-hosted by the United States, Canada, and Mexico, represents a significant missed opportunity for sports diplomacy and soft power, according to an academic perspective. Rather than capitalizing on the global event to enhance international relations and national image, the focus seems to have shifted towards domestic political considerations, particularly those surrounding former President Donald Trump.

This academic analysis suggests that the potential benefits of hosting such a major international sporting event, which could foster goodwill and project a positive image on the world stage, are being overshadowed. The author posits that the event, instead of being a diplomatic triumph, risks becoming a political liability, an 'own goal' for Trump's aspirations.

The commentary highlights a strategic misstep, where a platform for global engagement and soft power projection is potentially being squandered for short-term political gain. The underlying argument is that prioritizing political maneuvering over diplomatic opportunity could undermine the broader strategic interests associated with hosting a global spectacle like the World Cup.