The Australia-Japan Business Co-operation Committee (AJBCC) recently hosted a webinar on 6 February on the vital role that sport plays in strengthening ties between Australia and Japan. The webinar, titled “Sports Diplomacy: A Key Player in the Australia Japan Relationship”, featured a panel of experts who explored how sports can foster cultural exchange, drive economic growth, and build lasting relationships between our two countries.
Our panel was made up of Michael Growder, First Assistant Secretary | Department of Foreign Affairs and Trade, Glenn Williams, CEO of Baseball Australia, Mike Jones, General Manager of Gullivers Sport Travel, and Peter Murphy, CEO of NSW Rugby.
Ian Williams, Chair of the AJBCC Sport and Major Events Advisory Committee, hosted the webinar.
Michael Growder highlighted the Australian government’s focus on the benefits of sports to Australian society and its relationships around the world. He mentioned the Australian Government’s new National Sport Strategy, called Sport Horizon, released in October of last year. He also noted that sports diplomacy serves as a vehicle for Australia to build international relationships and influence.
Glenn Williams shared into long-standing relationship between Australia and Japan from a baseball perspective. He noted the growing interest in the Australian team in Japan, Korea, Taiwan, and the USA.
Mike Jones discussed the increasing popularity of Japan as a destination for Australian travellers. His company, Gullivers Sport Travel has positioned Japan as their number one destination for 2025 and beyond and offers tailored tours for schools, sports clubs, and special interest groups.
Peter Murphy emphasised the importance of Japan to NSW Rugby from a cultural and commercial point of view. The NSW Waratahs team have had long-term naming rights partners from corporate Japan and are focused on growing the women’s game with their Japanese partners.
The panel agreed that building relationships through sports diplomacy requires a long-term, strategic approach. This includes understanding the values and priorities of Japanese companies and communities and finding ways to align sporting initiatives with their goals.
The webinar highlighted the diverse opportunities for collaboration between Australia and Japan in the sports sector. These opportunities span grassroots initiatives, major sporting events like Expo 2025 Osaka, and the upcoming Brisbane 2032 Olympic and Paralympic Games. The panel discussion offered valuable insights into how sports can be a key player in strengthening the Australia-Japan relationship.