Italian Sports in Harmony: Uniting for Victories
Sports Diplomacy at Expo 2025 Osaka: A Catalyst for "Made in Italy" and Economic Growth
At the Italy Pavilion of Expo 2025 Osaka, a unique blend of sports, culture, and business took centre stage. The event, which ran from April to October, served as a platform to showcase Italian excellence in sports and related industries, connect stakeholders, and build partnerships that drive the global visibility of Italian products and culture.
The ceremony was graced by the presence of high-profile figures such as Roberto Baggio, the 1993 Ballon d'Or winner, and Olympic legend Stefania Belmondo, the last torchbearer of Torino 2006. The presence of these sports icons added an air of excitement and anticipation for the upcoming Winter Olympic and Paralympic Games in Milano-Cortina 2026.
Marco Rago, legal advisor to the Minister of Foreign Affairs and International Cooperation (MAECI), emphasized the importance of a strategic partnership with Japan to further strengthen the relationship between Italy and Japan. The synergy between sport, culture, and business was further confirmed by Baggio's presence at the thematic panel 'Sports and Made in Italy: together to win' in the Italy Pavilion of Expo 2025 Osaka.
The ICE Agency, led by Matteo Zoppas, views sport as a tool for generating international visibility, activating productive chains, and creating connections between cultures and markets. Baggio's presence at Foodex Kansai, Osaka's leading food fair, attracted the interest of institutions, media, and buyers, shining a spotlight on Italian excellences.
Sports diplomacy at Expo 2025 Osaka played a strategic role in promoting "Made in Italy" and economic growth. Four exceptional female athletes were the godmothers at the Osaka event: Martina Caironi, gold medalist at Paris 2024, and Carolina Kostner, ice skating star and bronze medalist at the Sochi 2014 Olympics. Events such as "Sport: Stories of Brotherhood, Hope, and Value" highlighted sport’s power to unite people across cultures and inspire solidarity, qualities that help strengthen Italy’s soft power and international partnerships crucial for economic growth.
The Expo also featured programs like "Playing for the Planet," illustrating how sports can advance sustainable goals, a factor increasingly relevant to modern consumers and markets valuing responsible brands—a reputation beneficial for Italian economic interests. The UNITAR-JSC initiative utilized the Expo to foster dialogue among experts and the public about sport’s role in sustainable development and peace, enabling partnerships that support socio-economic development and the global promotion of Italy’s values and products.
The Italian Pavilion at Expo 2025 Osaka witnessed a large presence of Italian businesses and continuous interactions with the Japanese productive system, indicating a promising future for the Italy-Japan partnership. The torches, which were unveiled in April at two simultaneous events, one in Milan and one in Osaka, are intended to ignite anticipation and enthusiasm for the upcoming Winter Olympic and Paralympic Games.
In summary, sports diplomacy at Expo 2025 Osaka served both as a cultural bridge and an economic catalyst, promoting Made in Italy by engaging international audiences through sports-themed events, fostering sustainability and peace, and building partnerships that contribute to economic development and the global stature of Italian brands.
- The inclusion of sports icons, such as Roberto Baggio and Stefania Belmondo, in the sports-related events at Expo 2025 Osaka, not only added an air of excitement but also served as an effective strategy in the realm of sports diplomacy, boosting the global visibility of "Made in Italy" and stimulating economic growth.
- football was directly linked to the strategic role of sports diplomacy at Expo 2025 Osaka, as Marco Rago's thematic panel 'Sports and Made in Italy: together to win' featured the 1993 Ballon d'Or winner, Roberto Baggio, underscoring the synergy between sports, culture, and business, and promoting Italian excellence in sports and related industries.
