The World Cup could have been a soft power coup for Donald Trump. Instead, it may be an own goal.

The FIFA World Cup, a quadrennial event that unites billions through a shared passion for football, typically serves as a powerful tool for "soft power." Hosting nations leverage the global spotlight to showcase their culture, values, and attract international attention, fostering better relations, investment, and prestige. This concept, known as sport diplomacy, relies on a nation's ability to influence through attraction, as defined by Harvard political scientist Joseph Nye Jr.

However, the upcoming 2026 World Cup, co-hosted by the United States, Canada, and Mexico, is raising questions about its potential impact. While the United States could benefit from a soft power boost, early indications suggest the event might lean more towards "spectacle" than genuine attraction, particularly in the context of Donald Trump's leadership. This distinction is crucial, as soft power relies on openness, while its darker counterpart, "sharp power," involves manipulation and dominance, as seen with states like Russia and China.

Nye himself has acknowledged the complexities and potential pitfalls of soft power, noting it can be "gamed, misread or turned inward." This evolution reflects a broader global shift where culture and spectacle are increasingly used as instruments of self-interest in a zero-sum world. The 2026 World Cup, with its expanded format of 48 teams and 104 matches across 16 cities, is being hailed by FIFA President Gianni Infantino as the "greatest event that mankind has ever seen."

Yet, the article suggests that for Trump's America, the tournament might inadvertently highlight issues of power, tribute, exclusion, and vested interests, potentially undermining the very principles of global unity and positive engagement that the World Cup traditionally represents. The question remains whether this global event will serve as a unifying force or an "own goal" for the host nation's international image.

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the greatest event that mankind has ever seen