[Upcoming AKBC Webinar] – Sports Diplomacy Part 2

The Australia-Korea Business Council is pleased to invite you to our upcoming webinar, “Soft Power: Using Sports Diplomacy to Score Business Outcomes Part 2,supported by the Australia-Korea Foundation. The Zoom webinar will be held on Wednesday 26 August at 11.00am-12.00pm (KST) or 12.00pm-1.00pm (AEST).  

Sports diplomacy is increasingly becoming recognised as a tool to rethink collaboration between countries and generate economic outcomes. Outlined in the Australian Government’s Sports Diplomacy 2030 strategy, it is a direct objective of the Department of Foreign Affairs and Trade to use sport as a medium through which they can strengthen and evolve their relationships with countries in the Indo-Pacific region.
The Republic of Korea and Australia have a strong cultural, economic and diplomatic relationship, yet little attention has been paid to our sporting bonds ‘off the pitch’, so to speak. How sporting events can be strategically employed as nation-branding exercises, or business networking events with measurable outcomes, remains obvious but elusive. As a critical enabler of sports diplomacy, businesses could consider ways to engage our sporting industries, understand their unique soft power offering, and leverage sport to generate mutually reciprocal, win-win outcomes with Korea. Sponsorship of sporting events as a market entry strategy, allying with and accessing embassy support, broadcasting Australian sporting matches into Korea to promote Australia as an attractive tourism destination and playing recreational sports to build people-to-people connections are all examples of how sports diplomacy can play a role in furthering tangible trade and investment outcomes with Korea. COVID-19 has presented a blank canvas, an opportunity to re-imagine the role that sport can strategically play in your business plans, relationships and engagement with Korea.

To discuss how we can better leverage sports diplomacy as a tool to enhance our engagement with South Korea, Liz Griffin, Executive Director of the Australia-Korea Business Council, will moderate a panel of thinkers including:

Fiona de JongHead of Australia’s Nation Brand at Austrade & Former CEO of the Australian Olympic Committee; 
Andrew JamesDirector & Senior Principal at Populous; 
JooYoung KimSenior Associate & Architectural Designer at Populous; and
Chris OxspringFormer Professional Baseball Player for LG Twins, Lotte Giants & KT Wiz, Former Coach (Lotte Giants) & Silver Olympic Medallist.

Please click on our speakers’ names to read their bios. 


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Australia Korea Business Council
PO Box 24430
Melbourne, Vic 3001 Australia
Liz Griffin – Executive Director

The Australia-Korea Business Council is the leading national body committed to strengthening the Australia-Korea economic relationship.