The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking

The United States has taken first position in SKEMA Publika’s first annual sport and soft power ranking, ahead of the United Kingdom in second place and France in third.

Among other notable ranking positions, China is fourth, Russia appears in eleventh place, while Saudi Arabia is placed sixteenth.

Soft power is commonly defined as, “the ability to obtain preferred outcomes by attraction rather than coercion or payment”. At the state level, it is the ability of a country to get what it wants through cultural and political attraction.

Over the last decade, the battle for soft power supremacy for sport has intensified, with numerous countries now investing in sport and soft power programmes, as they seek to build economic, political, and socio-cultural influence around the world.

The full 2025 sport and soft power ranking ©️Skema Publica

In positions 26-55, the other countries appearing in SKEMA Publika’s ranking are: Algeria, Azerbaijan, Belgium, Chile, Colombia, Cuba, Denmark, Egypt, Ethiopia, Fiji, Finland, Greece, Hungary, Indonesia, Ireland, Ivory Coast, Jamaica, Kazakhstan, Kenya, Morocco, Nigeria, Paraguay, Poland, Rwanda, Senegal, Singapore, Sweden, Switzerland, Thailand and Tonga.

SKEMA Publika’s ranking was compiled over the last twelve months, using a methodology that involved sixty experts globally, assessing fifty-five countries using ten criteria. Among the criteria used were domestic sport industry size, event staging, governing body membership, and social media influence.

The full report that accompanies this ranking will be freely available via SKEMA Publika’s website.

The Skema Publika team will be discussing soft power and the report’s findings during a public webinar, which will take place on 14th May 2025 at 15.00 CET. People can register to attend the webinar via the link.

Professor Simon Chadwick, one of the report’s researchers and authors, states:

“Countries across the world are deploying sport for soft power purposes, as the global battle for hearts and minds increases. The likes of football and basketball deeply resonate with people, as do the staging of sports events and compelling sports content on social media. This helps nations to build their influence, something that is highly valuable when competing for business, trying to broker diplomatic deals with other countries, or seeking to promote peace in times of conflict. It is my hope that Publika’s ranking prompts further interest in this very important field.”

Claude Revel, a specialist in international strategic intelligence for Skema Publika says:

“As sport is associated with fun, healthy activities and entertainment, it speaks to everyone. It transcends the barriers between people of different cultures and languages. Sport has become a huge economic stake as sport events attract more and more people and consequently, sport markets are widening. In a world that is subject to confrontations and conflicts, sport appears to be a peaceful and fruitful mode for competition. That is why states build on sport to increase their soft power and improve their image. Publika’s ranking reveals those who are, now, the best at these practices. It should encourage all states to further reflection on that issue.”

Frederique Vidal, Skema Publika’s Director of Development concludes:

“This ranking underlines the importance of sport in a country's soft power strategy. And yet, as a factor promoting well-being, sport is key in many areas, including education. It is this multidimensional aspect of sport that SKEMA Publika aims to highlight.”

About research team

Professor Simon Chadwick is a researcher, writer, academic, consultant, advisor, and speaker, whose work focuses on leading and managing in complex environments.

Claude Revel is an expert in international strategic intelligence and influence. She was one of the French pioneers in these fields.

Dr. Paul Widdop is a researcher, writer, and academic with more than 15 years of experience in sport business and management.

Sean Scull is a Project manager at SKEMA Publika, and he has academic and professional experience from France, the United States and Sweden.

Frédérique Vidal is the Director of Development at SKEMA Publika and a former French government minister.

Marin-Marie Le Bris is a graduate of Sciences Po and HEC Paris; and holds a master's degree in philosophy from Panthéon-Sorbonne University.