Viktoria Odusanvo
Sports competitions are not only a part of the entertainment industry in the information age, but they are also an important part of cultural diplomacy, as they allow you to present your own country, its traditions, and culture.
In times of war, participation in world-class sporting events is of particular importance for Ukraine. Success in international sporting events is an opportunity not only to demonstrate the skills of Ukrainian athletes but also to draw the world’s attention to the consequences of Russian aggression. Since the onset of Russia’s full-scale invasion of Ukraine, over 500 sports facilities have been damaged or destroyed. Additionally, more than 480 Ukrainian athletes and coaches have lost their lives due to Russia’s military aggression.
One of the most significant events for Ukrainian and world sports was the long-awaited rematch between Oleksandr Usyk and Tyson Fury, which took place in the capital of Saudi Arabia. The fight concluded with the Ukrainian boxer winning by a unanimous decision of the judges.
The Ukrainian boxer skillfully leveraged the media spotlight of the competition to draw international attention to Russia’s war crimes.
During the weigh-in ceremony, Oleksandr Usyk held up a poster reading “Release the Defenders of Azovstal,” a powerful gesture that underscored how sporting events can serve as a platform for Ukrainian diplomacy to push back against Moscow’s brutal actions.
The victory of Oleksandr Usyk sparked another round of outrage and conspiracy theories among Russian propagandists. Particular anger among Russians was caused by the boxer’s call to release the Azovstal defenders. A number of Russian Z-channels on Telegram called for the boxer’s disqualification for using a “propaganda slogan” and “politicising sports.”
The Kremlin propagandists clearly forgot that the narrative of “sport outside politics” was debunked by Russian athletes themselves. In particular, a significant number of Russian athletes have ties to the military, openly support the Kremlin’s policies, and participate in events that promote the so-called “free speech.” Even among those athletes who managed to “breakthrough” the 2024 Olympic Games under neutral flags, most expressed support for Russian aggression.
The display of Ukrainian Hetman Ivan Mazepa’s sabre in the ring, which Oleksandr Usyk raised after announcing his victory, elicited numerous angry recitations from Russian propagandists.
The artefact of Cossack Ukraine angered the Russians, as according to the canons of imperial historiography, Mazepa was branded a “traitor to the Russian state.”
According to Yaroslava Gres, coordinator of the UNITED24 platform, “The demonstration in the ring is a first in the history of Ukrainian museum practice and boxing history.” Of course, organising a display of edged weapons as part of a sporting event with an audience of millions is no small feat. Twelve teams from Ukraine and Saudi Arabia were involved in the project. They guarded the sabre better than any of the VIP guests of the Kingdom Arena in Riyadh, which hosted the boxing match. However, all their efforts were rewarded by the lively interest of the public. As Yaroslava Gres notes, “Within a day, Google searches about who Mazepa has increased thousands of times. …the most popular American, British, and Arab media, as well as media from all over the world, applauded Usyk, Mazepa, and the sabre.”
The hit parade of Russian propaganda conspiracy theories about Oleksandr Usyk includes “sensations” about his future political career. Thus, according to Russian “experts,” Usyk’s victory was organised as part of the boxer’s PR campaign with an eye on the elections. Some of the followers of this story count oligarch Rinat Akhmetov among Oleksandr Usyk’s future sponsors.
It is worth noting that in the past, the Ukrainian boxer presented Volodymyr Zelenskyy with the championship belt he won in his first fight with Tyson Fury. He backed up his gift by promising to win another belt in the future. Also, in one of his interviews, Usyk discussed a possible career in the Ministry of Youth and Sports. However, his plans were motivated by a desire to pass on his experience to children, as well as to promote a healthy lifestyle and the value of critical thinking among the next generation of athletes, rather than a desire to join the executive branch, as Russian “experts” predict.
In addition to openly pro-Russian narratives, the second fight between Oleksandr Usyk and Tyson Fury helped to disprove another myth: Ukrainian athletes receive “special treatment”. The boxers’ rematch became a kind of “matter of honour” after Fury, who lost the first fight, said that Usyk won “because his country is at war.” By winning the second rematch, Oleksandr Usyk disproved such claims.
International sports competitions are an important tool for representing history and national identity, which influences the formation of a country’s image. In times of war, sporting events play an especially important role, as they enable athletes to create a positive image of Ukrainian culture on a global scale while strengthening the spirit of unity through a sense of shared victory.