"For Ireland, sport is an emerging and very exciting area of diplomacy in an increasingly complex world."
That message came from Irish officials gathered in Atlanta ahead of the FIFA World Cup, highlighting how major sporting events create opportunities for international business development.
Ireland's presence in Atlanta for the World Cup represents a strategic effort to strengthen economic ties with Georgia. The state has long been a destination for Irish investment, with numerous Irish companies maintaining operations in metro Atlanta.
The World Cup, which brings matches to Mercedes-Benz Stadium starting June 15, provides a unique platform for nations to showcase their cultures and build relationships beyond the pitch.
Irish representatives emphasized the importance of face-to-face connections during global events, noting that sports create neutral ground for business conversations that might not happen in traditional settings.
The initiative reflects a broader trend of nations using major sporting events as soft power tools to advance diplomatic and economic goals.