This past September, the Pittsburgh Steelers faced off against the Minnesota Vikings in Dublin, Ireland, where the Steelers emerged victorious with a score of 24 to 21.
But this game was significant for more than just the score. The official attendance hit 74,512 fans, while a staggering 568,000 people sought tickets for the sold-out event, prompting the NFL to describe the demand as “off the charts.”
Moreover, 7.9 million viewers tuned in to watch the game on NFL Network, setting a record for viewership of an international NFL game. Just before this, another game featuring Kansas State and Iowa State also attracted 47,000 fans at a different Dublin stadium.
According to Geraldine Byrne Nason, the U.S. ambassador to Ireland, both games generated around $200 million for the Irish economy—just the tip of the iceberg, really.
The sporting event also saw several prominent figures visiting Ireland. Minnesota Governor Tim Walz led a trade delegation through the country exploring investment opportunities, while Pennsylvania’s Lieutenant Governor Austin Davis met with Irish officials.
I learned that a bipartisan Congressional group, led by Rep. John Joyce from Pennsylvania, engaged with the Irish-American Chamber of Commerce to discuss investment and trade matters. They even participated in a seminar on healthcare.
Yet, the advantages of the game transcended beyond economics. Irish artist Laura McNamara, known as Lyra, gave a heartfelt rendition of the Irish national anthem, gaining attention across various platforms.
Sports have often served as a diplomatic bridge. A historical instance of this is “ping pong diplomacy” following the U.S. table tennis team’s visit to China in 1971 under President Nixon’s diplomatic efforts, which eventually led to the establishment of U.S.-China relations.
Vern Nason noted that sports have emerged as an essential avenue for diplomacy, facilitating spaces for meaningful connections. He emphasized the collaborative atmosphere at an NFL event compared to a formal Capitol Hill committee meeting, showcasing the power of sports diplomacy.
Sports can unite people; in fact, Ireland’s national rugby team brings together both Northern Ireland and the Republic of Ireland, highlighting how intertwined politics and sports can be.
Meanwhile, music has its own role in easing tensions. Irish artists have developed substantial followings in the U.S. Bands like U2 have consistently topped global charts, and contemporary artists such as Hozier and Fontaines DC have resonated with younger generations.
The Irish government’s strategic promotion of its arts aims to enhance cultural exchange, enriching the deep connections between the Irish and their diaspora, particularly the 32 million Americans with Irish ancestry.
The feeling of camaraderie was palpable during the recent football event in Dublin. Vern Nason observed that attendees felt warmly welcomed, arguing that the goodwill generated amid such sociopolitical turbulence is invaluable.
Unfortunately, current U.S.-EU diplomatic relations face ambiguity, particularly with tariffs imposed by the Trump administration. These trade duties contribute to widespread uncertainty that can adversely affect investments.
Surveys have revealed that many Irish citizens are uneasy about traveling to the U.S., with a significant percentage expressing disapproval of Trump visiting Ireland officially.
Cultural and sports exchanges can offer brief moments of respite amid tense diplomatic landscapes. Today, more nations are exploring forms of “soft diplomacy,” which is growing more relevant in our complex world.
When you think of diplomacy, it’s easy to first consider trade or economic partnerships, but cultural exchanges are equally crucial. For both the U.S. and Ireland, such exchanges can provide desperately needed relief.
john kenneth white is a professor emeritus at The Catholic University of America. His latest book is titled “A Grand Old Unraveling: The Republican Party, Donald Trump, and the Rise of Authoritarianism.“
