Sport, soft power, and Azerbaijan’s growing global profile [OPINION]

If a country is chosen to host global sports events and
international competitions, it reflects the trust and confidence
the international community places in it. Azerbaijan’s recent
achievements in sports demonstrate not only the country’s growing
athletic capabilities but also its increasing standing on the
global stage. Hosting major competitions, from Formula 1 to the
third CIS Games, signals that Azerbaijan has established itself as
a reliable and attractive destination for world-class sporting
events.

Sport is a universal language that unites people, and Azerbaijan
has leveraged this principle to strengthen its international image.
As President Ilham Aliyev noted during the 2025 Sports Awards
Ceremony, “Every time our athletes raise the National
Flag at international competitions, each of us feels a sense of
pride. Over the past five years, our flag has been raised in
international arenas as the flag of a victorious
country.” This highlights how sporting success
contributes to national pride and enhances Azerbaijan’s global
reputation.

A key aspect of Azerbaijan’s approach is the decentralization of
sporting events. Competitions are not limited to the capital, Baku,
but are held across regional cities such as Ganja, Yevlakh, and
Khankendi. By hosting events in multiple regions, Azerbaijan
demonstrates its nationwide infrastructure capabilities. The
completion of two new Olympic Sports Centers in Ganja and Yevlakh
in 2025, bringing the total to 46 across the regions, ensures that
young people have access to high-quality training environments
outside the capital.

This nationwide approach strengthens grassroots sports
development, cultivates talent, and promotes inclusivity.
Sporting events also serve as a catalyst for economic development,
particularly in tourism and the service sector. The 2025 Formula 1
race in Baku, for example, attracted 20,000 spectators on-site and
a global television audience of half a billion, showcasing
Azerbaijan’s urban beauty and infrastructure. Similarly, hosting
the CIS Games in regional cities introduced thousands of foreign
guests to local culture and hospitality, generating immediate
economic benefits. As the president emphasized, “While
any sports competition can be held in Baku, organizing the CIS
Games in the regions with the participation of thousands of foreign
guests clearly demonstrated our potential.”

Azerbaijan has hosted hundreds of international sports
competitions, and even more are expected in the coming years. A
major upcoming event is the Ski World Cup, which Azerbaijan will
host for the first time in Gusar at the Shahdagh Ski Resort. This
will be the first World Cup-level event held at Shahdagh since its
establishment, placing Azerbaijan and the resort on the
international ski calendar. The development of the resort,
including new tracks, slopes, and hotels, not only elevates
Azerbaijan’s sporting profile but also stimulates tourism and
creates thousands of local jobs.

Azerbaijan’s strategic investment in sports infrastructure
reflects a broader vision of sustainable national development.
Promoting sports among the youth is not only about winning medals
but also about fostering a healthy, patriotic, and socially
responsible generation. By embedding physical education and
sporting excellence into public policy, Azerbaijan ensures that
sports contribute to long-term human capital development, essential
for the country’s overall growth.

Moreover, hosting international events such as UFC tournaments,
Formula 1 races, and regional games positions Azerbaijan as a
center of global attention. Recognition as the “Sports Capital of
the World” further validates these achievements, highlighting the
country’s growing influence in global sports governance and event
management.

In a nutshell, Azerbaijan’s sports policy is more than a program
to support athletes; it is a comprehensive national strategy that
fosters youth development, boosts tourism, stimulates economic
growth, and enhances the country’s global image. By investing in
sports infrastructure, hosting world-class events, and promoting
regional engagement, Azerbaijan shows that a thriving sports
culture can be a powerful driver of national progress and
international recognition.