PolicyBrief_Football 2.indd.pdf

Leveraging Australia's New Asian Sporting Relationship (2005)

Problem: While Australian governments have built pragmatic ties with Asian leaders, a lack of popular engagement with Asia has limited its "soft power." Public opinion increasingly influences foreign policy, and branding is crucial for attracting trade, investment, and international support.

Opportunity: Australia's recent admission into the Asian Football Confederation (AFC) creates a unique opportunity to deepen people-to-people links with Asia through football.

Proposed Solutions: This Policy Brief outlines five strategies for leveraging Australia’s new sporting relationship:

1. Football Asia Council: Establish a council involving government, business, and sports bodies to coordinate commercial, cultural, and public diplomacy initiatives in Asian football competitions.

2. Football-Based Tourism: Launch coordinated efforts through the Football Asia Council to develop football-focused tourism and travel between Australia and Asian countries.

3. Football Business Club Australia: Austrade should create a network for commercial opportunities during matches between Australian and Asian teams. Consider a tri-nations series with Japan and South Korea for enhanced political and economic engagement.

4. Football Development Program with Indonesia: Implement a football development program in Indonesia to strengthen public diplomacy efforts in the country.

5. HIV/AIDS Awareness Campaign: Use sponsorship of Australian football teams playing in Asia as part of a campaign to raise HIV/AIDS awareness throughout the region.