In a contemporary sense, the Global South, often referred to countries that emerged out of decolonisation, are rapidly emerging from the peripheries of international order, and becoming core players, considering developments around the world. These countries, especially, India, Brazil and South Africa, are amongst a few that are not just at the core, but shapping these interests and areas through cooperation at bilateral and regional level. Such cooperation has been facilitated by use of sports diplomacy, in the recent past, mainly as countries seek to economically diversify outside of their borders. Football, is an evident tool, consider its socio-economic reach and appeal, and the Global South – and its partnership are not shy of leveraging its potential. Though countries in the South remain diverse, along with sharing a common colonial past, democratic governments are another feature of commonality. While, realising this commonality, most nations increasingly feature a trend that has established for a future of football, as the people’s game, behind closed doors.
The struggle for authority and authorship across the world is growing tensions amongst major countries, and thus around surround some of the most widely regarded and priced tournaments in world football and sports, at large. This has in-turn provided a manifold effect, leading to consequences and complexities well beyond the host nations themselves, perhaps shaping a new phase for the game of football. The appropriation and application of these goals, through football, is being done, not in isolation. But by moving together, as regions – and even clusters of power by increasing stability and dependency in social, economic and political domains.
Through harnessing “potential”, countries are identifying and have an improved and fair relationship with their immediate and extended partners or neighbours (“partnership”). Therefore developing – scope for engagement – at bilateral and regional fronts and levels. There is a growing contention, in hosting of mega sports events – such as Olympics, FIFA World Cups, ICC Cricket World Cups, etc. — across the Global South. This is happening during the time their economies are “developing”. These mega-sports events are seen as an ‘activator’ as Fatima Al Nuaimi describes – catapulting to an increase in the respective nation’s image, using the medium of sports or excuse of such large-scale sporting events to boost business, finance, tourism and cultural opportunities across the host country.