The World Cup could have been a soft power coup for Donald Trump. Instead, it may be an own goal.

For football fans, the FIFA World Cup is so much more than sport. Every four years, it presents a unifying moment — bringing people together across the divides of language, culture and geography in a shared passion for the game. For hosting nations, the World Cup is often a soft power supercharger. 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”. Beyond the trophies, governments invest in football to “win” off the pitch,…