Putin rides Fifa World Cup to achieve his diplomatic goals but political questions need tackling off the pitch

Most football fans around the globe have been impatiently counting down minutes to the beginning of the World Cup. With Russia as the tournament’s host, politics may share the spotlight with soccer more than usual. Over the past four years, Moscow has contributed to shaking the foundations of the global international order and skilfully utilised sport as a tool. 

Russia, in its constant search for international legitimisation, sees mega sports events as a way to prove to the world it is a guardian of universal norms. Both the International Olympic Committee and the Fédération Internationale de Football Association are officially flag-bearers for the values of tolerance, peace, diversity and human rights.

For governments, sporting events are an opportunity to project a positive image. Even the Vatican state set up a sports department in 2004 to open new frontiers for evangelisation. In recent years, the Kremlin has organised an impressive series of sporting events, from the 2013 Universiade in Kazan to the 2014 Sochi Winter Olympics and the 2016 Ice Hockey World Championship. The Fifa World Cup, with 11 host cities in Russia, is next in line.

Yet by invading Ukraine in 2014 and intervening in the Middle East on Syria’s behalf, Moscow could not be farther away from the high-minded principles of international sporting organisations.

President Vladimir Putin prides himself on his athleticism, holding a black belt in judo, and he does not shy away from Russian state media releasing images of him diving bare-chested into icy lakes, fishing or horseback riding to relay the leader’s masculinity and vigour. However, in interviews and speeches, the Russian commander-in-chief continuously emphasises a desire to separate sports and politics. Before the Winter Olympics opened in Sochi, Putin complained about political questions from reporters, insisting the Games “are intended to depoliticise the most pressing international issues.”