Football — or soccer, for our American readers — is the most popular sport in the world. The World Cup is watched across continents, while the greatest players become global celebrities whose influence often extends far beyond the pitch.

During the final stages of the 2026 World Cup, I was in China. Coming from Brazil, where football is deeply embedded in our national culture, I was struck by how closely people were following the tournament even in a country where the sport does not occupy the same place in everyday life as it does back home.

And this goes far beyond China. Children in countries that did not even participate in the World Cup still wear the shirts of Lionel Messi, Cristiano Ronaldo, Neymar and other international stars. They know the players, recognize their national flags and often develop affection for countries thousands of kilometers away simply because of football.

This is what makes football such a powerful instrument of soft power.

Argentina was already one of South America's best-known countries, but Lionel Messi gave millions of people around the world another emotional connection to the country. When Argentina plays, many people who have never visited Buenos Aires suddenly cheer for its flag. Messi is not merely an athlete; he has become one of the most recognizable symbols associated with his country.

As a Brazilian, I have seen the same phenomenon throughout my life.

Brazil may no longer dominate world football as it did in previous generations, but almost everywhere I travel, people still associate my country with football, creativity, happiness and extraordinary players. Pelé was one of the first truly global sporting icons and became one of Brazil’s most recognizable figures around the world.

There is also the famous story that, during a 1969 visit to Nigeria, Pelé and Santos — the Brazilian club he played for — supposedly helped bring about a temporary pause in the Nigerian Civil War so people could watch him play. Whether entirely accurate or partly legendary, the story itself reveals the extraordinary international stature Pelé had already achieved.

Football helped make Brazil recognizable long before many countries developed sophisticated strategies for nation branding. Our yellow shirt became a national symbol understood almost everywhere.

The 2026 World Cup in the United States, Canada and Mexico also demonstrated how increasingly global the sport has become. Traditional powers remain important, but countries from a much wider range of regions are becoming competitive. Teams such as Morocco, Japan and Norway showed that strong football is no longer limited to a small group of traditional powers.

That matters beyond sport.

Every time a national team advances through a World Cup, millions of people see its flag, hear its anthem and learn something about the country behind the players. A talented footballer can become an unofficial ambassador without ever giving a diplomatic speech. Supporters buy the country's shirt, follow its players online and sometimes even become curious about its language, culture and history.

For countries seeking to strengthen their international image, there is a lesson here: invest in football.

That does not simply mean spending enormous amounts of money on professional clubs. It means developing youth academies, coaches, grassroots programs, domestic competitions and sporting infrastructure capable of producing generations of talented players.

The results cannot be guaranteed, and football success cannot be created overnight. But when it comes, the international impact can be enormous.

Governments can spend millions on advertising campaigns trying to convince foreigners to admire their country. A national team can sometimes achieve something much more powerful in ninety minutes.

People may not know your politicians. They may know very little about your economy or your history. But they may know your national team. They may wear your shirt. They may celebrate your goals.

And without realizing it, they may begin to love your country.

That is soft power at its most natural.

Editor's note: Leonardo Russo is a Brazilian journalist and international relations specialist, focusing on geopolitics, BRICS and the Global South. The article reflects the author's opinions and not necessarily the views of Global People.