Arts and sports share a long history in furthering diplomacy and economic growth. Nations leverage sports to bolster their international profiles and grow local economies. Movies, art, and music may be promoted—or banned—across diverse cultures. Organizations such as the NBA and FIBA have doubled down on fostering international engagement and cultural exchange through initiatives like Basketball Without Borders, an outreach supporting education, health, and well-being among youth worldwide. With dozens of countries engaged in international competitions and arts exchanges, politicians and investors should take note of the expanding markets and opportunities. Our diverse panelists will share lessons learned and challenges faced in seeking to leverage economic soft power, redouble efforts on entrepreneurial returns, and drive impact across Middle Eastern and African markets—and beyond. How can nations best leverage these soft but telling diplomatic tools? How can governments invest adequately in diverse, creative economies to support high-quality international outputs? States must look for ways to cooperate and agree on the right role for government both on stage and behind the scenes.

Moderator

Aubrey Hruby

General Partner, Tofino Capital

Speakers

Hamisha Daryani Ahuja

CEO and Founder, Forever 7 Entertainment Ltd.

Tunde Folawiyo

Executive Chairman, Yinka Folawiyo Group

Manuel Rabaté

Museum Director, Louvre Abu Dhabi

Victor Williams

CEO, National Basketball Association, Africa