Watched by billions of people around the globe, it is a prime opportunity to showcase one’s country, culture and values.This is all part of what’s known as sport diplomacy, or in this case “football diplomacy” He recognises it can be gamed, misread or turned inward in ways that undermine the very openness it depends on.The distinction is an important one today, reflecting a broader shift in how nations now use culture and spectacle as instruments of self-interest and dominance over others in a zero-sum world.Enter Trump and the 2026 World Cup.With an expanded format of 48 teams playing a record 104 matches in 16 cities across three countries, FIFA President Gianni Infantino has labelled this year’s tournament as the “greatest event that mankind has ever seen”.Yet, as the tournament begins, it’s already been an opportunity lost from a sports diplomacy and soft power perspective.For starters, the event should be a celebration of North American partnership among the three hosts, the US, Mexico and Canada