Going for Gold

Katie Hausman

Halle Foundation/AGI Intern

Katie Hausman is a Halle Foundation/AGI Intern in summer 2024. She is a recent graduate from American University’ School of International Service where she received a BA in International Studies and minors in Environmental Science and German Language. Having studied European governance and environmental sustainability, she is excited to apply her interests to policy work in the transatlantic relationship between the United States and Germany. After her internship at AGI, Ms. Hausman will be a U.S. Teaching Assistant through Fulbright Austria for the upcoming school year. She is excited to interact with students abroad and practice the German language, even if it may be an Austrian dialect!

German Sports Diplomacy

With the European soccer championships and the Paris Olympics, 2024 was prime for sports diplomacy. Germany has a longstanding history of using sports to showcase both its political strengths and competitive nature. Since the end of the 1940s, Germany has had much to gain from hosting international sporting events to rehabilitate and boost its national image because it remained framed by the stereotypes established in two world wars. Through hosting and participating in prestigious competitions like World Cups and the Olympics, Germany has established itself as a sports-loving nation, specifically in the realm of soccer, and morphed its image into an inclusive, democratic country.

Countries frequently use sports to influence political, social, and diplomatic relations. Transcending stereotypes, sports diplomacy brings people together over a shared love for sport and competition. At the same time, countries use sports to enhance their image and prestige while placing diplomatic pressure on others. This form of soft power can foster stability and promote peace, while it can also be used to display diplomatic strength and credibility.

The twenty-first century has expanded the realm of sports diplomacy from official state representatives and elite athletes to everyday citizens. The growth of technology has also allowed people unable to attend sporting events in-person to participate in the fanbase from afar. Germany is one of many countries that has elevated its international perception through sports diplomacy beginning in the twentieth century.

Sports Diplomacy in Nazi Germany

In 1931, the International Olympic Committee (IOC) awarded Germany the 1936 Olympics. At that time, Germany was governed by the Weimar Republic. The IOC believed that the revenue and popularity generated by the Olympic Games would help reconstruction in postwar Germany. Furthermore, allowing Germany to host would better integrate it into the European community and reduce the risk of future conflict. Unfortunately in 1933, Adolf Hitler became chancellor and after quickly consolidating power, named himself Führer.

Although boycott movements originally had tried to prevent countries’ involvement in the games, they failed due to international pressure and the American Olympic Association’s (AOA) president, Avery Brundage, claiming that “politics have no place in sport.” It is important to note that the very act of hosting and participating in the Olympics inherently involves politics as countries display their athletic strengths and perception abroad. To quell calls of boycotting, the AOA ensured that Germany would allow Jewish athletes to compete. Boycott movements can alienate the citizens of host countries by casting doubt on their government; however, no nations boycotted the 1936 Olympics. Ultimately, the forty-nine nations that participated in the games helped to legitimize Hitler’s power in Germany.

Even with the AOA touring the event spaces and reading the guidelines beforehand, Nazi ideology still permeated the events. Propaganda declaring the superiority of the Aryan race was prominent in speeches and pamphlets. Still, the regime managed to present a peaceful Germany to the world, providing solace to countries who questioned its dictatorship and discriminatory practices. Advanced media coverage at these games allowed Germany to expand its audience further than the people in the stands, highlighting Germany’s modernity and sport prowess abroad. The 1936 Olympics were a success for Hitler’s government as he was able to manipulate the perception of Germany to receive legitimacy from large world powers like the United States and the United Kingdom.

1972 Olympics

Trying to redefine their country after the divisive 1936 Summer Olympics, Germany won the bid in 1966 over Spain, Canada, and the United States for the 1972 Summer Olympics. Overturning negative perceptions of West Germany and distancing itself from the Nazification of the 1936 games, Munich rolled out an abstract design program to exemplify its modernity. Avant-garde and abstract design was dominant, contrasting the 1972 theme with the rigidity of Nazi propaganda from 1936. Members of the National Olympic Committee believed that the bright color palette that included purple, green, blue, and white would show Germany a place of “peace and casual carefreeness.” The event’s motto, “The Happy Games,” (Die heiteren Spiele) signified Germany’s hope to display a democratic and successful country after a tumultuous history. Even in the midst of the Cold War, themes of unity and peace were ever present throughout the games.

In a letter written in 1970 to West German embassies and consulates abroad, German Vice Chancellor and Federal Minister of Foreign Affairs Walter Scheel aimed to reposition the perception of Germany abroad:

“More than ever before, the 1972 Summer Olympics in Munich and Kiel… will attract the attention of the world to the Federal Republic of Germany. We must be aware that other nations will be more interested in and critical of us than they have been of other countries that have hosted the Games hitherto… This therefore offers us the unique opportunity to use the worldwide interest in sports to draw attention to the portrayal of our development and state and to project to the rest of the world the image of a modern Germany in all its political, economic, social, and cultural facets.”

While Germany’s Olympic marketing heightened its reputation abroad, the games themselves were plagued with a series of political issues like the objection to Rhodesia’s (Zimbabwe) participation and the Munich Massacre. During the second week of the games, eleven Israeli athletes and coaches were killed in the Olympic Village by members of Black September, a Palestinian terrorist group. Security at the games was dismal as the German constitution did not allow the deployment of the German armed forces domestically, leaving matters to the Bavarian and Munich Police. Where Germany had hoped to reinvent itself through its hosting of the games, the tragedy damaged not only the reputation of the German security forces but also the image of Germany as a safe and democratic nation.

Although the ideologies in the 1936 and 1972 games differed tremendously, both governments utilized the Olympics to further their national agenda and shape the image of Germany to their liking. While the actual sports are also a testimony to the strength of the country, molding the event to instill a specific international perception of the host country still permeates modern Olympic Games.

Hosting the FIFA World Cup 1974 & 2006

The FIFA World Cup has been one of the most-watched sporting events worldwide since its beginning in 1930. In 1966, West Germany was chosen as the host nation for the 1974 World Cup. The 1974 games were an opportunity to reset Germany’s international perception after the lapses in security in hosting the Olympics two years prior. This World Cup also displayed Germany’s community and unity on an international stage. In the monumental final game, West Germany became the world champion for the second time in history (the first was in 1954), and it was the only tournament where West Germany played the East German (GDR) team.

The three first-round matches were held in Hamburg where the West German and East German teams competed. Their match had the most spectators—60,200 people in a stadium that could hold 65,000. In the way that “sport has to dance to the tune of politics,” the GDR’s participation in the games was historic due to the politics surrounding the division of Germany. The GDR’s win over the West German team shocked the world; however, behind the scenes, “all the players swapped shirts” and one player noted that “we spoke the same language after all.” This act, although not on the pitch, gave resolve to the German teams that although they were representing different political ideologies, they could still find community and camaraderie in sports.

Thirty-two years later, Germany once again hosted the World Cup. Even decades after the Third Reich and years after reuniting as one country, Germany’s rich culture and postwar reconstruction “rarely figure in foreigners’ perception of modern-day Germany.” Therefore, the federal government’s “World Cup Hosting Strategy” included ‘Destination Germany’ and ‘Welcome to Germany: Land of Ideas’ ad campaigns that showcased Germany’s tourism and investment capacity. This tournament provided Germans the opportunity to rise above its past and embrace the image of “fun-loving rejoicing people” to redefine its image in the public sphere. The motto for the games, “a time to make friends” was paired with a logo of three joyous, smiling emoji faces, portraying the happy-go-lucky mood Germany hoped to display.

Unlike previous games where people without tickets were seen as a security risk, Germany welcomed all supporters and encouraged everyone to watch games at Fan Fests (Fanmeile). These public viewing events not only showed the games, but also included music, shows, food, and other German cultural events. In the twelve Fan Fests throughout various German cities, 3.5 million liters of beer were drunk and 3.5 million bratwurst sausages were eaten; German culture was ever-present in the food scene. The 21 million visitors who participated in the Fan Fests secured not only a larger feeling of community for soccer fans but also boosted Germany’s hospitality and attractiveness to foreigners. In a survey through the Fan Fests, 95 percent of foreign fans agreed that the events were not merely for Germans, but an “unequivocal declaration of the international nature of the tournament.” The 2006 World Cup was highly successful for Germany, clearly shifting its public perception toward a more welcoming country. Although the 1974 World Cup was marred with Cold War divides, both German World Cup tournaments managed to build community and improve Germany’s image abroad.

The NFL in Germany

While hosting Olympic Games and the FIFA World Cup scores large viewership internationally, Germany and the United States have jointly used sports diplomacy on a smaller scale to target specific fanbases among transatlantic audiences. Where Germany’s sports focus has always centered on soccer, a recent interest in American football has blossomed due to increased viewer accessibility, leading to sports exchanges between the Bundesliga and the NFL. In November 2022, the Tampa Bay Buccaneers played the Seattle Seahawks in Munich’s Allianz Arena, home of the famous FC Bayern soccer team. The game received over three million ticket requests and boasted a full arena, confirming the growing interest in American football in Germany. Tom Brady said that “that was one of the greatest football experiences I’ve ever had,” after having been in the league for twenty-three years. He went further to say that the stadium “felt electric from the time we took the field,” showcasing the love for American football abroad. The NFL and the city of Munich worked together further to display thirty-two oversized football helmets in one of Munich’s large public squares, Odeonsplatz. Zigzagging through the helmets, anyone could take a picture next to their favorite team. The American football game was a success for both Germany and the United States. 3.6 million Germans say that they are avid NFL fans.

In October 2023, the New England Patriots football team hosted the German men’s national soccer team at their Patriots and Revolution training facilities in exchange for training at the German Football Association in Frankfurt. The German men’s national soccer team played a friendly against the United States, and the Patriots played against the Indianapolis Colts in Frankfurt later in November. In the NFL’s International Home Marketing Program, the Patriots were awarded Germany as an official “home market,” helping secure international marketing rights abroad. The exchange of sports between the United States and Germany has led to tighter relations in the private sphere between businesses, the public sphere through diplomatic engagements, and on an individual level where everyday citizens of both countries are more connected to one another through their shared interest in football and soccer.

UEFA Euro Games 1988 & 2024

Germany hosted the UEFA Euro games in 1988 in West Germany and 2024 in a united Germany. With only eight teams competing in 1988, Germany worked to make the media “feel very welcome.” The introduction of more media at the games allowed Germany to market itself further as a progressive and capable country. The undercurrent theme of “football as a unifying force” helped reinforce Germany’s cultural identity and unity in the face of political division. A year later in 1989, the Berlin Wall fell and the reunification process between the two German states began. In the 1991/1992 season, Germany integrated its soccer league system to include players from former East Germany in the national Bundesliga, and former East German players joined the Federal Republic’s national team. Because many East Germans were unable to participate in large European football championships, unifying the country introduced a talented, invigorating pool of players that aided political and social cohesion outside the pitch.

Flash forward to the games of this past summer, Germany no longer needed to display its capabilities, but instead worked to promote its culture and democracy in the face of rising radicalization. The Federal Minister of the Interior and Sports Nancy Faeser said that this year’s games were intended to bring fans together and to “show ourselves [Germany] as a modern, open country with a diverse society.” Being the first large, international sports championship hosted in Germany since the refugee crisis of 2014 alongside the rise of the radical right-wing AfD political party, emphasizing Germany’s tolerance and welcoming of foreigners into the country for the tournament was an essential element of their public diplomacy strategy.

Ultimately, the Euro 2024 games attracted 2.67 million fans to Germany, and, besides having to rely on the unpredictable Deutsche Bahn transit system, they left inspired by the German people. Andre Schnura, a German saxophonist, became a highlight of the games as he united fans of every nationality with his music at the fan fests. Comments on Schnura’s Instagram read “the streets will never forget that there once was a guy who united the whole world with a saxophone” and “that’s why football tournaments should always be hosted by football nations.” The latter comment received 104,539 likes and the post received over a million views. Germany cemented its strong soccer culture and its ability to unite multiple nations during the 2024 Euro games.

Conclusion

Germany did not host this year’s Summer Olympics, but participating in the international games signifies their commitment to friendly competition and displaying their strength in sports on the world stage. Winning thirty-three total medals, Germany excelled in canoeing and equestrian but fell short in fencing, wrestling, sailing, and shooting. It was their worst summer games since reunification in 1990, although the German Olympic Confederation (DOSB) achieved its minimum goal of tenth place overall. Critics are quick to blame Germany’s declining overall performance on lack of incentives, German bureaucracy, coaching salaries, and the school system. However overall, the DOSB President says that “it’s not always just about the medals… the Olympic Games made us all forget many worries and fears for two weeks and provided a wonderful stage for the global community.” Although the games themselves may not engender politics, China and the United States hold gold medal bragging rights, as great power rivalry will transcend the competition.

Hosting international sports games not only exemplifies the strength of the sports curriculum, but it seeks to reconstruct stereotypes and grow positivity around the host country. The German government intends to bid for the 2040 Summer Olympic Games with cooperation from the cities of Berlin and Hamburg. Berlin’s Senator of the Interior, Iris Spanger, says that it would be a “great sign of growing together” and would create a “diverse and emotional” image of Germany. In addition, hosting the Olympics fifty years after reunification would be a momentous signifier of German unity on the global stage. Where the German government may not be able to consistently win over the hearts of international audiences, Germany’s sports exchanges and tournaments continue to convince foreigners that they excel not only on the pitch but in bringing people together.