Messi scores; the whole Bangladesh erupts with joy, with people dancing on the streets.  Dhaka, Chattogram, Rangpur, and Rajshahi have been delighted with the colours of different football-playing nations battling in Mexico, Canada, and the USA in the FIFA World Cup 2026 since last June. Despite Bangladesh not participating in this great show of sports on the planet, they are very much connected with it culturally, mentally, economically, and politically. 

Bangladesh is watching this FIFA World Cup from 12000 km away, but the distance or time can not bother the supporters of Bangladesh at all. This underscores the real scenario of Bangladesh, how much they love football. Interestingly, these huge supporters should have some value. If that were not the case, then why have ambassadors from different countries been so eager to win over Bangladeshi supporters and bring them into their fold?

Diplomatic Outreach

Norway's recent Facebook outreach before the Brazil match, aimed at engaging Bangladeshi football supporters, coupled with its pledge to invest in Bangladesh's football development and provide logistical support, is a telling example of the growing significance of Bangladeshi fans on the global football stage. Such soft-power engagement suggests that Bangladesh's massive and passionate football fan base is increasingly being recognised as an influential audience during the FIFA World Cup. It demonstrates that, beyond the action on the pitch, the enthusiasm and collective voice of Bangladeshi supporters have become a valuable asset capable of attracting international attention, fostering partnerships, and creating opportunities for football diplomacy.

The Argentine Ambassador's decision to watch an Argentina World Cup match alongside thousands of fans at Dhaka University's Mohsin Hall field was a symbolic effort to connect directly with Bangladesh's passionate football supporters. The extraordinary enthusiasm displayed by Bangladeshi fans during the 2022 FIFA World Cup also played a significant role in Argentina's decision to reopen its embassy in Dhaka after decades of closure. Since then, the renewed diplomatic presence has helped deepen bilateral ties, creating new opportunities for cooperation in trade, culture, sports, and people-to-people exchanges. This demonstrates how football fandom can evolve into a powerful instrument of public diplomacy, strengthening relations between two nations beyond the game itself.

Following Brazil's defeat to Norway, Brazil's Ambassador to Bangladesh, Paulo F. de Feres, expressed his heartfelt gratitude to Bangladeshi supporters through the Brazilian Embassy in Dhaka. He acknowledged that the unwavering love and support shown by fans in Bangladesh had created a unique bond of friendship that transcends geographical distance and national borders. The ambassador also expressed confidence that Brazil would bounce back stronger. His message clearly reflects the deep affection of Bangladeshi supporters for Brazil and the sincere appreciation that Brazil holds for this extraordinary fan base. The Brazilian Embassy's engagement with Bangladesh's youth has been particularly remarkable through its regular organisation of football-themed cultural events, school-based activities, and sports exchange programs.

Beyond the ambassadors of Brazil, Argentina, and Norway, the ambassadors of France, the United States, the United Kingdom, Morocco, and Egypt have also been drawing on their countries' football heritage to deepen cultural engagement with the football-crazy people of Bangladesh. This represents a successful example of "football diplomacy"—the strategic use of football as a soft-power tool to foster stronger people-to-people connections, strengthen bilateral relations and enhance diplomatic outreach.

Extraordinary Passion

Beyond official diplomatic initiatives, the admiration and heartfelt messages expressed by Brazilian and Argentine football stars toward Bangladesh have further strengthened the emotional bond between the two nations and their supporters. Their recognition of Bangladesh's extraordinary passion for football has inspired millions of Bangladeshi fans and reinforced their loyalty to these teams. Such gestures demonstrate that Bangladesh's football fan base is not merely a passive audience but a globally acknowledged community whose enthusiasm resonates with players themselves. This unique connection highlights the growing influence of Bangladeshi supporters in global football and underscores the country's potential to leverage football as a powerful instrument of public diplomacy and international engagement.

In today's interconnected world, diplomacy is no longer confined to official negotiations and state visits. Sports—particularly football—has emerged as one of the most effective tools of soft power, capable of fostering goodwill, shaping perceptions, and strengthening international partnerships. Bangladesh, home to one of the world's most passionate football fan bases despite not being a global football power, is uniquely positioned to capitalise on this phenomenon. By embracing football diplomacy, Bangladesh can deepen bilateral relations with football-playing nations, expand cultural and educational exchanges, and promote youth development through coaching, training, and scholarship programmes. 

Football as Soft Power

The country's football enthusiasm can also be leveraged to attract sports tourism, encourage foreign investment, and strengthen commercial partnerships. Most importantly, football creates meaningful people-to-people connections that transcend political differences and build lasting trust. In an era where influence is increasingly measured by cultural appeal as much as economic or military strength, football diplomacy offers Bangladesh a practical, low-cost, and high-impact avenue to enhance its international profile and advance its foreign policy objectives. 

Bangladesh could strengthen its relations with football-loving nations such as Brazil, Argentina, Morocco, and Norway by signing sports cooperation agreements focused on football development. These partnerships could include technical cooperation on coach and referee training, youth academy development, sports science, and football infrastructure. Bangladesh could also establish youth exchange and scholarship programmes, organise regular friendly matches and football festivals, and sign Memorandums of Understanding (MoUs) between the Bangladesh Football Federation and its counterparts. Such initiatives would not only enhance Bangladesh's football ecosystem but also deepen people-to-people ties, promote cultural exchange, and reinforce bilateral relations through sports diplomacy.

The real question now is how effectively Bangladesh can leverage football as a tool of soft power to strengthen its international relations, expand economic cooperation, and enhance its global image. If strategically utilized, the country's extraordinary football culture and passionate fan base could become valuable diplomatic assets, opening new avenues for cultural exchange, tourism, trade, and bilateral engagement. 

The opportunity is there—what remains to be seen is whether Bangladesh can successfully transform this unique sporting passion into tangible diplomatic and economic gains.

(The author is a foreign policy and security analyst and educator who holds a postgraduate degree from the Department of International Relations, Rajshahi University, Bangladesh. The views expressed are personal. He can be contacted at: alaminislamshuvo16@gmail.com.)