3 QUESTIONS to … Antonio Tajani, Minister of Foreign Affairs.
“The Pink Race and sporting events: ambassadors for the entire country”
1. Minister Tajani, how can sports diplomacy strengthen Made in Italy and support companies in the sector?
“The Foreign Ministry has embarked on a new strategy centred on ‘growth diplomacy’, which also uses sport as a vehicle for promoting the country. With the reform of the Ministry of Foreign Affairs, we want to integrate Embassies, Consulates, Italian Cultural Institutes, and ITA offices into a single action that enhances supply chains and companies.”
2. What are the strategic goals of sports diplomacy in the coming years?
“We aim to grow the country system through major sporting events, which generate economic, cultural, and social opportunities. With the 2026 Milan-Cortina Games and the Mediterranean Games in Taranto, Italy will be a leading international player. Last year, I named the Giro d’Italia “Ambassador of Italian Sport in the World” because it is a great story of our regions, an expression of our values and all the best that Italy has to offer.”
3. Sport as soft power. What concrete results?
“Sport generates €24.7 billion in value added in Italy and employs 400,000 people. The Milan-Cortina Games will generate €5.3 billion in economic impact and €3 billion in infrastructure.”
