The match between Kosovo and Iceland is scheduled for 25 March. It’s part of the qualifying round for the 2018 FIFA World Cup. It is more than just a football match. Kosovo’s most successful strategy to gain international recognition has been sports diplomacy.

Nine years ago, Kosovo declared its independence from Serbia after Kosovo Albanians had sought independence in the Yugoslavian Wars. Tensions between Kosovo Albanians (KOS) and Serbs reached a peak in 1998-1999, which led to UN intervention.

114 UN member states have recognized Kosovo so far. The refusal of the Chinese and Russian governments to recognize Kosovo prevents it from joining the UN. Russia recently assured Serbia they would not change their position.

The majority of countries that recognized Kosovo did so between 2008 and 2009. Since then, there have been fewer countries that support Kosovo, and recognition have remained stagnant in recent years unless Serbia takes a stance to recognize Kosovo officially (which is highly unlikely). The strategy of using sports as a means of visibility and legitimacy has allowed Kosovo to assert its political existence.

Kosovo’s Branding Strategies

The country has developed alternative strategies to bypass the deadlock. Facebook has recognized its digital diplomacy, which was very active. Users can now choose “Kosovo” instead of Serbia as the default country. 2016 Oscar nod for a short created buzz.

Sport is being used actively as a tool for diplomacy. Rex Tillerson, US Secretary of State, did not mention the FIFA membership of the country or the Olympic gold medal won by Maljinda Kelmendi in his congratulatory speech to Kosovo upon its independence. A country needs to participate in international sporting events as a way of proving its existence.

Majlinda Kelmendi poses with her supporters in Rio after winning Olympic gold. Toru Hanai/Reuters

Who would deny the existence of Kosovo when Kelmendi took the judo title at the 2016 Rio Olympics in front of the world? Who could deny that Kosovo exists when the country’s football team is participating in the 2018 World Cup qualifying matches?

Participating in international sporting events allows a country, especially a small or young one, to be recognized by the world. It also helps the state to familiarize the world with its flag and national anthem. Sport is an inexpensive way to gain international recognition and soft power.

This process is familiar to Croatia, Qatar, and Jamaica. Athletics has given these countries an international visibility that far exceeds their political influence in the world.

Kosovo’s crucial decision was made in late 2014. The International Olympic Committee unanimously decided to admit Kosovo as an official member. This opened the door for other international sports federations to do the same. FIFA and the Union of European Football Associations(UEFA) were both recognized in 2016.

Fadil Vokokrri was a former player for the Yugoslav National Team in the 1980s who played for Partizan Belgrade. He became the president of the Kosovo Football Federation in 2008. In 2008, he became the president of the Kosovo Football Federation. Recognizing that his country would not be granted FIFA membership until a majority of countries had recognized it politically, he advocated a stage-by-step, from getting Kosovo into the international transfer system to allowing their teams to play friendlies, which FIFA allowed in 2013.

Football diplomacy

Kosovo is a good example of how football can be political. First, despite the fact that high-profile FIFA members were in favor of accepting Kosovo, former UEFA President Michel Platini opposed the move and called the case political.

Second, because Serbia and other countries such as Russia and Greece were against FIFA, allowing Kosovo even to play friendly matches, the league was forced to negotiate with UEFA and Serbia in order to reach a compromise.

It’s because FIFA did not allow Kosovo to play friendlies before 2013, even though they were technically possible. Sepp Blatter, FIFA’s president at the time, insisted that an agreement be negotiated between the Serbian Federation and FIFA instead of a unilateral decision being made.

Football embodies Kosovo’s claim to the UEFA Poland in 2012. Blerimuka/Wikimedia, CC BY-ND

A 2013 Belgrade and Pristina political accord that was signed off-the-record under EU supervision has changed the game. It was a 2013 agreement between Serbia and Kosovo that was signed under EU supervision.

Serbia continues to fight against Kosovo’s acceptance by international organizations like UNESCO. The 50 countries that rejected Kosovo’s application to join were a result of its recent membership application.

Vokrri hopes that one day, the Kosovo national football team will be a symbol for the civic identity of the entire country, including all citizens, whether they are Albanians, Serbs, or Roma. In an interview, he said that it could be like the Bosnian national football team, which is now ethnically diverse.

Football is a great tool for scholars who want to understand identity dynamics and inclusivity in Kosovo.