Brand Ghana’s Football Diplomacy on the Move: 2010 FIFA World Cup and Beyond
Following the Black Stars’ good performance at the 2010 FIFA World Cup, football helped significantly to the rise of Ghana’s image worldwide. As such, this sport can be seen as an essential tool of soft or public diplomacy. Historically, football has always played a strong role in Africa. However, on the world stage, it has held a dual function. Indeed, if Congolese factions stopped the civil war when Pelé visited the country in 1969, El Salvador and Honduras started a 13-day war following a football match, the so-called “Football War”. With regard to the Ghanaian national team, it seems quite clear that the “Brand Ghana” has risen thanks to the good results of the squad, and that football is one of the determinants and communication channels of the nation brand, as well as a tool of public diplomacy of sorts.