sports diplomacy

New York: The New York Cosmos will kick off a new era in sporting relations between the United States and Cuba on Tuesday when they become the first American sports team in 16 years to play in the Communist-ruled island. Brazilian legend Pele is to join the glamorous New York soccer team's traveling party for Tuesday's exhibition match against the Cuban national team at the Pedro Marrero Stadium in Havana. The fixture reflects the rapidly thawing ties between the United States and Cuba following moves to normalize relati

Toshiko Takeuchi’s fears of her Chinese table tennis opponents dissipated when she saw the unfamiliar players smiling and enjoying the moment. “Just like us, they are simply athletes who love pingpong,” Takeuchi, 67, said she thought during the World Table Tennis Championships here in 1971. She also had no idea that the tournament would help change the course of world history.

Alibaba is hoping to re-create March Madness in November. The Chinese online shopping giant is teaming up with top leagues in the National Collegiate Athletic Association to stream the first regular-season games played in the country online. 

Yep, the Azeris have oil... huge amounts of the stuff, so much so that the country is the ugly guy made good who’s suddenly never lonely. And Azerbaijan likes it, to the extent it wants to re-brand itself as a cultural, social and economic hot-spot rather than some backwater parked next to the Caspian Sea. And sport is a perfect branding opportunity.

New reseach paper evaluates the impact of the 2010 FIFA World Cup for South Africa's brand identity.

The NBA is the first U.S. professional league to visit sports-crazy Cuba since the declaration of detente between the Cold War enemies late last year. Stars such as former MVP Steve Nash and Hall of Fame inductee Dikembe Mutumbo will open a four-day training camp Thursday to wage athletic diplomacy and boost the profile of Cuba's arguably fourth most-popular sport, after baseball, boxing and soccer.

Orlando Magic interim coach James Borrego will become a bit of an experimental gym rat when he visits Havana for a three-day trip that begins on Thursday. He doesn't speak much Spanish. He doesn't know much about Cuba. Never been, in fact. Not sure if he's ever experienced the taste sensation known as a mojito. But he knows basketball. And he knows about the power of sports to be able to bridge cultures and political ideologies.

The National Basketball Association wasted little time reaching out to Cuba. But lingering enmity toward the communist nation may force the NBA—and other sports leagues—to proceed with caution.

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