Citius, Altius, Fortius… (By Oumar NDIAYE) October 30, 2026
Senegal’s hosting of the Youth Olympic Games, a first for the African continent, announcement of the return of Formula 1 to Africa with Rwanda, after an absence of around thirty years… Two events which, these two weeks, demonstrate the appropriation of the sporting lever and its use by African countries in the design of their foreign policy.
Guided by the defense of national interests, whether strategic or vital, the definition of a foreign policy by States highlights the economy, security, among others. Today, it inserts aspects such as sport, culture, religion into the projection of power and the search for influence on the international scene. The promotion of sport as a central and not peripheral element in the definition of foreign policy at the international level is not new, even if Africa is catching up in this area. Senegal, in addition to being the first African country to host a Youth Olympics, will also host the 11th Francophonie Games in 2031. Our country is also a candidate for the organization of the African Cup of Nations in 2032. With a sports infrastructure that has become dense over the last decade and especially the performances of the national teams, particularly football, winner of two Can, Senegal has many assets to use, like Morocco or Rwanda, sport as a lever for its nation branding.
It is known and rehashed in our previous writings, the organization of sports competitions is today very popular for what is called “Nation branding”. This new anglicism, very popular in marketing studies, thus defines the brand identity of a nation to sell and position itself internationally. Hosting international sports competitions is thus seen as a consecration for several countries who want to make it known that they must now be counted on in the progress of their continent and the world. Many countries have made this choice to highlight sport, either to strengthen their diplomatic weight or to polish their image. In Africa, Rwanda is thus cited as a fan of sportwashing to further revamp and shine its image in the face of the accusations which are legion against this country in relation to the internal situation and its participation in the conflicts which undermine the Great Lakes region. The “Visit Rwanda” branding is visible on the jerseys of several European teams, from the French Ligue 1 to the English Premier League, including the Bundesliga and the Spanish La Liga.
Morocco is also a precursor in the use of sport as a means of strengthening its influence with the successful organization of the last African Cup of Nations, despite the unfortunate parenthesis of the final. The Kingdom is also preparing to host, with Spain and Portugal, the next Football World Cup in 2030. “Sporting power can accompany strategic power or serve as its substitute, but it has become a parameter. Being a great power increasingly implies having a sporting showcase, otherwise the range is not complete,” explains Pascal Boniface, in his work “Géopolitics du Sport”, published in 2014 by Éditions Arman Colin. This shows the importance and relevance for Senegal to host this fourth edition of the Youth Olympic Games. May this event be warm, wonderful, and joyful and respond to the spirit of Olympism as theorized by Baron Pierre de Coubertin. Faster, higher, stronger. Citius, Altius, Fortius…
