Diplomacy through football: How Abdukodir Khusanov's transfer advances the UK's soft power in Uzbekistan

The transfer of Abdukodir Khusanov to the English Premier League should be viewed not only in a sporting context but also as an element of the United Kingdom's strategic use of soft power in Central Asia. At first glance, this may seem like an ordinary football transfer, but this event fits into the broader and long-term strategy of the UK, reflecting the ongoing transformation of its soft power policy. The UK has long been famous for its engagement with the region’s civil society organisations as well as the promotion of the English language learning affairs. The unprecedented transfer of the Uzbek athlete to one of the famous UK football teams appears to indicate the subtle transition of strategy towards using sport as a soft power tool for its strategic advantages.

On January 20 of this year, «Manchester City» Football Club officially announced the transfer of Abdukodir Khusanov, marking one of the most high-profile events of the winter transfer window. The initial report on the transfer, first published by journalist Fabrizio Romano with his signature phrase “Here we go”, generated significant media resonance and sparked active discussions in the digital space.

The information strategy accompanying the deal demonstrates the effective application of communication technologies in sports management. Manchester City's PR team employed an intensive content outreach strategy, publishing nine posts within a single day — a figure exceeding the media campaigns for other transfers during this period. The high level of engagement from the Uzbek audience on social media was a key factor in choosing this model of information promotion, highlighting the growing role of digital diplomacy and sports marketing in shaping global football narratives.

As a global actor in international relations with a vast arsenal of socio-political and cultural-economic instruments, the United Kingdom extensively utilizes the mechanism of soft power. The country's strongest assets in this regard are culture, education, and sports — particularly football.

A closer look at the official information available on the House of Lords website of the UK Parliament reveals the multifaceted and diverse nature of British influence and soft power. The core objectives of the UK's soft power, as outlined in official documents, directly support the aforementioned factors:

• Enhancing the UK's appeal to foreign countries and their citizens by presenting a compelling narrative about the nation, essentially functioning as a form of "promo-management."
• Connecting the UK with the world through the English language.
• Supporting the UK's leadership in the field of education.
• Promoting and strengthening the cultural, creative, and sporting influence of the United Kingdom.

These goals and objectives can be consolidated into five key areas: promotion of the English language, culture and sports, international development, education, and science and innovation.

In its soft power development strategy, the United Kingdom utilizes formal mechanisms such as the British Council, embassies and other official UK representations, as well as representatives of the business community.

The British Council

The British Council is an international organization representing the United Kingdom in the fields of culture and education. Operating in over 100 countries across six continents, its primary mission is to «create opportunities for international cooperation». It is well known that cultural and educational exchange plays a key role in shaping a positive perception of the United Kingdom. Where the British Council oversees such initiatives, trust in the UK government increases by 16%.

In Uzbekistan, the British Council promotes UK education, prepares students for studying in the UK, and provides guidance and consultation on learning English, including preparation for international exams such as IELTS. For instance, over the past four years, the number of young Uzbeks successfully passing the IELTS exam has increased fivefold, according to the Director of the Agency for Youth Affairs of the Republic of Uzbekistan, Alisher Sa’dullaev, citing British Council data. Specifically, in 2020, 10,152 young individuals achieved a score of 5.5 or higher, whereas in 2024, this figure reached 52,706. Additionally, there has been significant growth in higher proficiency levels. The number of candidates scoring 7–8 (C1 level) rose from 1,807 in 2020 to 13,424 in 2024 — an increase of 7.4 times. The number of candidates achieving the highest scores (8.5–9, C2 level) also grew from 14 in 2020 to 332 this year.

Beyond language proficiency, the British Council actively works on improving the qualifications of English teachers, organizing exhibitions, art events, and joint cultural initiatives aimed at “building mutual understanding and trust between people”. These indicators reflect a steady increase in the interest of Uzbek youth in the English language, demonstrating the effectiveness of the UK's soft power strategy in the region.

Although the British Council operates as an independent institution, it is officially part of the UK Foreign, Commonwealth & Development Office but is managed autonomously.

Embassies and other official representations of the United Kingdom

They are part of the UK Foreign, Commonwealth & Development Office's official program for promoting British culture and education worldwide and serve as key institutions in shaping the UK's reputation and image. Diplomatic representations of the United Kingdom operate in all Central Asian countries.

Representatives of the British business community

Among Central Asian countries, Uzbekistan, in particular, represents a growing market with significant potential. Over the past year, trade turnover between Uzbekistan and the United Kingdom increased by 15%, reaching $203.2 million. This figure was announced during a meeting between Minister of Investments, Industry, and Trade Laziz Kudratov and British Ambassador to Uzbekistan Timothy Torlot on January 19. The two countries also plan to involve financial institutions such as Standard Chartered and UK Export Finance in projects related to mining, metallurgy, and railway development. Additionally, the meeting participants highlighted a 50% increase in British capital enterprises in Uzbekistan over recent years, reaching a total of 331. These businesses operate across various sectors, including agriculture, pharmaceuticals, food production, and more.

Additionally, during the COVID-19 pandemic, the United Kingdom, like other developed Western and European nations, provided assistance to Central Asian countries through the COVAX-GAVI program. The UK contributed £548 million to COVAX and pledged to deliver 80 million doses of COVID-19 vaccines through this mechanism. The United Kingdom has long been a strong advocate and sponsor of international development and remains firmly committed to achieving the Sustainable Development Goals (SDGs) by 2030. The current government's manifesto reaffirms its dedication to international development, including the goal of ending preventable maternal, newborn, and child deaths by 2030. The UK is one of the six original donors of GAVI and one of only two donor countries that support GAVI through all four funding channels: direct grants, the International Finance Facility for Immunisation (IFFIm), the Pneumococcal Advance Market Commitment (PCV AMC), and the COVAX Advance Market Commitment (COVAX AMC).

Uzbek community

Today, youth make up 60% of Uzbekistan’s population, with a significant portion showing a strong interest in sports, particularly football. Not only do they enjoy playing the sport, but they are also passionate viewers. The English Premier League, as the most-watched football league globally, holds a special place among Uzbek football fans. It is broadcast in 212 territories, reaching 643 million households, with a potential television audience of 4.7 billion people. Given that the global population is projected to exceed 8 billion by 2025, this means that approximately 58.75% — more than half of the world's population—watches the Premier League. Additionally, the league has successfully included players from 126 nationalities across six out of seven continents, with Antarctica being the only exception. Thanks to this multibillion-strong audience, England leverages its global influence through football alone. In Uzbekistan, football fandom is deeply rooted among both younger and older generations. The transfer of an Uzbek footballer to an English club is a prime example of how the UK effectively utilizes its "soft power."

Recently, Manchester City strategically targeted the Uzbek audience by launching a paid advertisement featuring Abdukodir Khusanov. The ad, published in Uzbek, interestingly did not simply invite users to follow the club’s Instagram page but instead encouraged them to register through the club’s official website. This move demonstrates Manchester City’s thoughtful approach toward its growing Uzbek fanbase while simultaneously serving as a tool for the broader promotion of the UK's soft power.

Conclusion

Despite the absence of a unified strategy by the United Kingdom regarding Central Asia and the abstract and inconsistent nature of its actions in the region, British "soft power" remains a key mechanism for maintaining and enhancing the country's reputation and image. Its broad scope, multidimensional nature, and well-established conceptual parameters contribute to its effectiveness. From football to the study of the English language, various aspects of civil society play a crucial role in preserving and spreading a positive perception of the UK.

The transfer of Abdukodir Khusanov serves as a potential vector for advancing British soft power in Uzbekistan. Given the country’s dynamic and engaged youth, this process could accelerate significantly, particularly with the growing interest in the English Premier League and Western educational trends. By strategically leveraging these developments, the UK can further solidify its influence in the region through cultural and sports diplomacy.

Samandar Soliev,

Junior Research Fellow, Institute for Advanced International Studies