U.S. public diplomacy and sports stars: mobilizing African-American athletes as goodwill ambassadors from the cold war to an uncertain future

The United States has diverse options in the projection of public diplomacy ranging across the spectrum from risk-averse to risk-oriented strategies. A significant test highlights the use of the deep pool of the U.S. star athletes generally and African-American athletes more specifically. During the Cold War era, a conformist style was privileged in the U.S. State Department goodwill ‘ambassador’ program. Yet, paralleling the overall trajectory of celebrity diplomats, significant gaps can be located in this risk-averse culture. With this unevenness in mind, the article look back to see what lessons or parallels can be taken from earlier initiatives. At a moment marked by the populism of the Trump administration and the environment of intensified racial polarization, it is unlikely that any new connection between African-American athletes and a new public diplomacy strategy will fit into a recalibrated conformist model. Even if it is a sharper break from past experiences, however, the constant is that this category of individuals—especially the high-profile African-American sports stars—remains a huge asset if the U.S. State Department has the desire and ability to tap into this talent pool under different political conditions in the future.