During my annual vacation in southern France, I watched the Euro final match between Spain and England on TV, immersed in the thrilling atmosphere and surrounded by passionate fans from diverse backgrounds. Both teams displayed exceptional skill and strategic prowess, with rapid attacks and precise passes electrifying the scene.
The Spanish team’s victory ignited jubilation among the fans, who celebrated their heroes with resounding chants. From my perspective, both teams triumphed not just by winning on the field, but also by capturing the hearts of their fans.
The display of camaraderie and affection among supporters served as a treasured symbol of unity across Europe. In fact, the organisation of the tournament prompts us to contemplate our potential for achieving greater harmony and interdependence beyond the playing field. This experience vividly underscores how sports can unite people and profoundly impact our lives. Football transcends being just a game governed by rules and watched by spectators.
It serves as a meeting ground where individuals and groups, despite differing ideas, visions, political orientations or religious beliefs, come together. It acts as a mediator of peace, bringing together those in disagreement to stand in solidarity. Competitors, despite their differences, unite with a shared goal – to win under the banner of peace, mutual respect and fair play.
As the owner of advertising companies, I’ve witnessed first-hand the profound impact that football and competitions have on fans and players alike.
Today, global football has become a powerful force in uniting people and attracting immense attention worldwide.
Major tournaments draw enormous numbers of fans and viewers, presenting significant opportunities for companies to promote their products and services on a global scale. Through my work and experiences in football media, I’ve come to see it not only as entertainment but also as a social and economic phenomenon. It possesses a unique ability to communicate and influence globally.
Therefore, organising sports tournaments and investing in this field can be a strategic and savvy move for companies and organisations aiming to enhance their global presence and cultivate a positive image.
Sports uniquely celebrate the spirit of love, rejecting conflicts that lead to destructive outcomes, where humanity’s innate capacity for compassion often gets overshadowed. Compelling evidence of this lies in football’s ability to pacify human aggression. One poignant example is the historic Christmas truce during the First World War, where German and British soldiers temporarily halted hostilities to engage in a football match.
Similarly, during the Nigerian civil war in Biafra, the warring factions called for a ceasefire to witness the brilliance of Brazilian legend Pele in action, underscoring football’s power to foster unity even amidst conflict.
Football and sports exemplify a profound message of peace and serve as platforms for constructive dialogue among nations. In a world often divided by political strife and conflict, they offer a common ground where differences can be set aside, and shared aspirations for unity and understanding can prevail. The recent European Cup final stands as a testament to these ideals.
As I reflect on the spectacle of the event, I envision a future where such moments transcend the boundaries of sports. Imagine Russia, alongside its European counterparts, not only participating but leading efforts towards collaborative diplomacy and co-operation. Leaders, including figures like Putin, coming together not just for ceremonial unity but for substantive discussions that promote peace, foster development and benefit their respective peoples and economies. This vision goes beyond mere symbolism.
It embodies a proactive approach where sports diplomacy becomes a catalyst for resolving conflicts peacefully, bridging divides and building a more interconnected and harmonious world. Football, with its ability to capture hearts and minds globally, can indeed play a pivotal role in advancing these aspirations, demonstrating that through shared values and collective endeavours, lasting peace and progress can be achieved.
Akram Miknas
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