Meanwhile, China's official media lauded Yao's contribution to "soft power" diplomacy and his country's image overseas. The Communist Party mouthpiece, the People's Daily, said the former Houston Rockets center had projected a wholesome image of contemporary China and boosted the country's "soft power."

Yao Ming is one of the few Chinese faces recognized by American audiences," said Brook Larmer, author of "Operation Yao Ming: The Chinese Sports Empire, American Big Business, and the Making of an NBA Superstar." "As much as we scoff at sports as just a game, for China it's a crucial part of its soft power diplomacy.

Sports have always been an effective tool for fostering cross-cultural awareness and breaking down ideological stereotypes. Consider this: Between 1955 and 1985 the U.S. State Department issued on average 1,700 visas a year to Soviet athletes, artists, scientists and students in a policy of “soft power” diplomacy.

“As a country needs more top-class athletes in the Olympic Games to promote sports, we need more top-class economic players to make a name for themselves in the world and improve our technology. This is something that we have done well and will continue to do so,” she added.

Tokyo's announcement over the weekend that it will bid for the 2020 Olympics is intended to show the world it can recover and stage a successful Games after the devastation caused by the March 11 earthquake and tsunami.

The U.S. Department of State’s Bureau of Educational and Cultural Affairs and the National Basketball Association (NBA) announced that former NBA player Sam Vincent and WNBA Legend Andrea Stinson will travel as sports envoys to Jordan from July 17-22. Vincent and Stinson will conduct six youth basketball clinics, work with disabled athletes, and meet with Jordanian sports officials.

It's not size of your sports diplomacy that matters, it's what you do with it. This is why we can all learn a lesson from Sarandon, who at 64 has lost neither her looks nor her charm, when she informs the audience today that she is "a ping-pong propagandist" - while flashing a beautiful smile.

The link between football, identity, unity and nationhood is so strong that many newly-found states, or states divided by war, have used the soft power of football to achieve hard political aim.