Rethinking Sport Diplomacy in Southeast Asia

Full Text Sharing

https://www.sportanddev.org/latest/news/rethinking-sport-diplomacy-south...

ASEAN has become one of the most dynamic regions for sport cooperation, yet the ways in which external actors engage with the region are undergoing significant transformation. What was once characterised mainly by bilateral assistance or event-driven cooperation is now shaped by more complex dynamics involving geopolitical competition, multi-stakeholder partnerships, and development-oriented approaches. This evolving landscape provides important insights into how sport diplomacy operates in Southeast Asia today.

ASEAN’s evolving framework for sport cooperation

Since its establishment in 1967, ASEAN has gradually deepened regional integration, initially focusing on political stability and the prevention of intra-regional conflict. Over time, cooperation expanded to include economic, social, and cultural dimensions, eventually consolidated under the ASEAN Community framework. This institutionalisation enabled more systematic policy coordination across sectors.

Following Timor-Leste’s official accession at the end of October 2025, ASEAN has expanded to 11 member states, encompassing a population of around 680 million. Supported by steady economic growth and favourable demographics, the region’s strategic importance continues to rise.

Sport cooperation has developed in parallel with these broader regional processes. ASEAN has established formal mechanisms such as the ASEAN Ministerial Meeting on Sports (AMMS) and the Senior Officials Meeting on Sports (SOMS). While AMMS provides political direction at ministerial level, SOMS functions as the technical and operational platform responsible for coordination and implementation. Together, they form the institutional backbone of ASEAN’s regional sport governance.

In recent years, however, the ecosystem surrounding ASEAN sport cooperation has become increasingly complex. Beyond member states, a growing number of external actors — including neighbouring governments, international sport federations, professional leagues, and development partners — have expanded their engagement in the region.

Shifting modalities of cooperation

ASEAN’s cooperation in sport is guided by the ASEAN Work Plan on Sports , a medium-term framework that outlines shared priorities and explicitly recognises the role of external partners. This provision creates an institutional entry point for non-ASEAN actors to contribute to regional initiatives.

Japan was the first external partner to formalise such engagement through the establishment of the AMMS+Japan and SOMS+Japan mechanisms in 2017. Initially linked to international cooperation surrounding the Tokyo 2020 Olympic and Paralympic Games, these frameworks have enabled sustained collaboration across ASEAN. The five cooperation areas outlined in the Chiang Mai Declaration have begun to shape policy discussions surrounding ASEAN’s sport cooperation, even though they have not yet been fully incorporated into the current Work Plan on Sport.

At the same time, China and the Republic of Korea have expanded their engagement in the region, giving rise to a form of soft geopolitical competition. China has promoted initiatives such as the ASEAN Sports Zone, closely aligned with ASEAN member states’ priorities. Korea, meanwhile, has advanced large-scale initiatives such as the FIELD Programme, using football as a strategic entry point for regional cooperation.

New donor approaches and issue-driven cooperation

More recently, the growing involvement of Western donors and international organisations has begun to reshape cooperation modalities. Their engagement tends to focus on clearly defined development challenges, emphasising national ownership, effectiveness, and measurable outcomes. As a result, cooperation has become more issue-driven and problem-oriented.

A particularly illustrative example is the Sport and Youth Crime Prevention (SYCP) Initiative , launched in July 2025. Led by the International Olympic Committee (IOC) and the Agence Française de Développement (AFD), and implemented by the Alliance of Sport, the initiative applies sport as a tool to prevent youth crime.

The initiative has committed EUR 1 million to support 11 organisations across four ASEAN member states.

Importantly, the initiative has been officially endorsed as a community legacy of the 33rd SEA Games held in Thailand in December 2025. Discussions are already underway to extend this legacy to the 2027 SEA Games in Malaysia, indicating its growing regional relevance. The endorsement is documented as part of the SEA Games community legacy .

Looking ahead: implications for ASEAN sport diplomacy

Following the conclusion of a Memorandum of Understanding between FIFA and ASEAN in October 2025, football-based international cooperation in the region has entered a new institutional phase.

Against this backdrop of subtle geopolitical competition, future progress will depend on advancing multi-level governance, blended finance approaches, and collective-impact models such as those demonstrated by the SYCP initiative.

 

Position: Co -Founder of ENGAGE,a new social venture for the promotion of volunteerism and service and Ideator of Sharing4Good