Strategic Marketing for Sports Diplomacy

Sports Diplomacy is high-stakes work. We help you turn it into a high-impact asset.

Most professionals focused on Sports Diplomacy today are researchers, diplomats, and institutions — not creatives, strategists, or marketers. And honestly? There's no need for you to be.

That's why WIN | WIN is here.

WHAT WE DO

Your team leads with expertise. Ours makes sure that expertise is seen and heard.

From ecosystems to engagement, we build the communications layers that turn your Sports Diplomacy mission into momentum.

Strategy + Partnership Mapping

The right relationships don't just happen by chance. We identify the sports and diplomatic actors in your ecosystem, find where the unfair advantages sit, and cultivate the partnerships — across universities, consular networks, brands, and peer organizations — that extend your reach.

Thought Leadership + Playbooks

A well-crafted playbook doesn't just organize your thinking — it attracts like-minded collaborators, too. We develop publication-ready guides, papers, and thought leadership pieces that plant your organization's flag in an emerging space, and pull inbound partnerships toward you and your team.

Convenings + Events

In-person gatherings are where sports diplomacy gets made real. We help design and deliver high-visibility public forums and intimate private roundtables — the types of convenings that gather an ecosystem in one room, spark real momentum, and leave participants with relationships, not just takeaways.

Editorial + Storytelling

Sports Diplomacy is full of remarkable human stories that never get told. We build recurring content franchises (including social series, podcasts, and profiles), as well as more traditional awareness campaigns, that humanize the work, build an audience, and give partners something to be part of.

CASE STUDY

WorldBoston

WorldBoston — Boston's citizen-diplomacy council — had the mandate, the relationships, and the credibility. What they needed was the infrastructure to put sport at the center of the conversation, and a marketing and strategic-design toolkit to prove it could work.

Here's what we built:

Boston's First Annual Sports Diplomacy Forum

We designed and produced a flagship public forum — 350–400 attendees, with a keynote from the U.S. State Department's Deputy Assistant Secretary for Sports Diplomacy and the State Department's Chief of Sports Diplomacy in the room.

Alongside it, we ran two private convenings: a Consulate General roundtable and a university athletics roundtable, each engineered to deepen specific relationships. What we planned as a soft launch became a hard launch once we saw the depth of demand.

A Playbook That Traveled

We authored the Boston Sports Diplomacy Playbook, which was republished on the field's leading Substack — and within weeks generated inbound from UNITAR and UNICEF, both of which had independently concluded Boston could lead globally and wanted to be part of it.

UN Presence and Connections

Off the back of the forum, Cody (WIN | WIN's founder) delivered a plenary session at the United Nations on the importance of city-level sports diplomacy — and WIN | WIN is now developing a training platform with UNITAR to teach sports diplomacy at scale.

"The most sincere and heartfelt thanks for everything. Your contributions are the most tangible and encouraging outward symbols of the change and progress we are working towards. Really can’t express how much this means to me."

Joe Haynes, CEO WorldBoston

LET'S UNITE CULTURES TOGETHER

The Sports Diplomacy organizations that move first will be the ones who own the space. We'll help you lead the way.

Get in touch