Commentators branded 2024 as “the year of elections”, with over 40 of the world’s nations taking to the polls to elect their leaders. While these are undoubtedly a contest primarily decided by personalities and policies, major national and international sporting events are increasingly playing a part in determining the outcome of campaigns.
The public’s emotional connection with sports, and the frequency in which specific events dominate national attention, mean these contests are a ready-made opportunities for crafty politicians to demonstrate their ability to deliver large projects, galvanise a country, craft a public persona, or ride the wave of support in the event of a victory.
But does betting it all on specific team or sporting event run risks for election candidates? Here we look at how sports crosses with politics, for better and worse:
Emmanuel Macron and the Summer Olympics
Emmanuel Macron is facing a shadow of both domestic and international turmoil that looms large over the long-awaited summer games and is dragging down the President's opinion ratings. Whether he wants it to be or not, success of the Games will unavoidably be linked with Macron’s presidency.
Nervousness regarding France’s readiness, (the cleanliness of the Seine for outdoor swimming, despite guarantees continues to raise eyebrows), and the threat of strikes from both transport workers and police could create the environment for a difficult time for Macron. Add to this the public image of the (in)famous booksellers of the Seine River being moved on temporarily to accommodate the event, and security threats to the wider games itself, and you end up with public dissatisfaction being a real risk for Macron’s already challenging electoral position.
The returning question on Russian Olympic participation also highlights how these games and global geopolitics are inevitably intertwined, despite the best efforts of the organisers. These debates have only amplified since following the escalation of conflict in the Middle East as people ask whether Israel should be able to compete also, something that is likely to take the shine off some of the proceedings.
President Modi’s Cricket World Cup
Even while it can grip the psyche of a nation, a successful sporting event does not necessarily guarantee a better electoral result. Towards the end of 2023, India hosted, and later won, the men’s ICC Cricket World Cup. Modi took a bold approach to tie his name with the event, hosting the opening and final match in a stadium named after himself and in his home state of Gujarat. Allegations by some Indian political commentators even suggest Modi chose match venues based on his electoral support in Hindu-majority areas, in an effort to create a grand springboard for the election the following June.
Modi’s attempt to inextricably link his name with India’s success was largely successful – he was presented with a picture of himself in the stadium of his own name at the closing ceremony. However, this success did not marry with the election results earlier this year. Perhaps hubris was beckoning as whilst Modi won this June, his majority is slim and it shows that whilst sport can bolster your image, it is unable to mask domestic issues for a sustained period.
Trump backs ‘The Octagon’ and UFC
As UFC took the combat sport world by storm, one political figure who sensed opportunity was President Donald Trump. Whilst not a particularly ‘family friendly’ watch, Trump recognised the importance of creating a close tie with the sport and maintaining their endorsement of his presidency. This was not just to boost his profile and gather celebrity endorsements like that of long-time friend, Dana White, but as an opportunity to connect with a core voter base.
With the UFC unabashedly embracing masculine, libertarian, and anti-establishment personas, Trump spied a way to build his own ‘strong-man’ image through association with some of the most athletic global sportspeople, as well as a vehicle to speak to a youthful male audience attracted to Trump’s ‘brash’ style.
Despite politicians frequently using sport to connect with their constituents and resonate with the working-class in particular, Trump is one of the few politicians who has secured near universal endorsement across an entire sport as well as the media ecosystem surrounding it. Trump has already been seen multiple times at key fights and maintains a strong relationship with both organisers and fighters. With the elections coming quickly in November, this could prove an important asset.
An election gamble with England.
Football and politics are all too often intertwined in England. It was only in Spring this year when the new England kit for European championship featured a St George’s cross that dominated news cycles and drew criticism from both the current and former Prime Minister. If a small flag on a jersey had such an impact on the national debate, what impact would the tournament itself have on the General Election being held at the same time?
With Sunak’s back up against the wall, the potential improvement in the national mood that would come with a strong England performance may have been part of what Sunak was hoping would turn around his dire polling situation over the campaign and rally the nation behind a common goal. Rishi was likely looking to repeat the 1970 World Cup in Mexico which helped drive Edward Heath’s government to a surprise Conservative victory. It was clear at the time that England’s World Cup defence would take some of the headlines, leaving politics relegated to the middle pages.
Unfortunately for the former government, calling an election in the middle of the Euros didn’t have the same effect. Despite the recycled photos of every political leader cheering England on from a pub, the former Prime Minister was unable to find any positive electorate response through initial mediocre performances England football team. Ironically it was only following that election did England’s football team have a change of fortunes, handing Starmer the possibility that a win in the final might have given the former opposition leader the benefits he was hoping to receive himself.
Indeed, Starmer was quick to attach himself to England’s improved performances in the knock-out stages of the tournament, joking England had never missed a penalty under his premiership. He may now be looking to follow this footballing success with his own – the Labour Party manifesto has indicated the new government is willing to explore hosting its own international sporting event for the UK in the coming years. Another sporting success could be used as a way to build on the image of national renewal, to Starmer’s benefit.
Sport and politics can work hand in hand. Success on a sports field can deliver a short-term boost, connect politicians with hard-to-reach voter bases, and improve an image to that of ‘one of the people’. But tethering the success of a premiership with the uncertain result of a sporting event comes myriad of risks, and ultimately cannot cover up for broader domestic issues or voter discontent.