Aygun, Yalin2026-04-042026-04-042025979-833734939-8979-833734937-4https://doi.org/10.4018/979-8-3373-4937-4.ch009https://hdl.handle.net/11616/108194This chapter examines sports diplomacy as part of the twenty- first- century shift from traditional state- centered diplomacy to a multi- actor, multi- level practice spanning culture, economy, communication, and governance. It defines sports diplomacy through its links to soft power and public diplomacy, distinguishing it from broader sport-politics debates and nation branding. Tracing its evolution from the Olympic Truce to Cold War bridge- building and post- Cold War mega- events, the chapter highlights key actors such as states, federations, NGOs, athletes, and corporations. It also addresses issues like sportswashing, governance deficits, and human rights concerns, emphasizing the uneven and often temporary nature of soft power gains. Looking forward, it argues that the credibility of sports diplomacy depends on digital engagement, sustainability, inclusivity, and ethical governance aligned with global development goals. © 2026, IGI Global Scientific Publishing.eninfo:eu-repo/semantics/closedAccessBridge buildingsCold warsHuman rightsKey ActorsMulti actorsMultilevelsOlympicsPublic diplomaciesSoft powerStrategic roleSportsBook Part21123410.4018/979-8-3373-4937-4.ch0092-s2.0-105024836706N/A