Prepared under the supervision of Hamza Boltaev and Islomkhon Gafarov, this policy brief by Samandar Soliev, IAIS junior research fellow, explores the broader implications of Abdukodir Khusanov’s transfer to Manchester City, positioning it as a strategic instrument of the United Kingdom’s soft power in Uzbekistan. The author states that while this transfer may seem like a routine football transaction, it aligns with a subtle yet significant shift in the UK’s approach to public diplomacy in Central Asia. The UK has traditionally engaged with the region through cultural initiatives and language promotion, yet the incorporation of football into its soft power strategy reflects an evolving framework that capitalises on the immense popularity of the English Premier League. The extensive media engagement surrounding Khusanov’s transfer, notably the club’s targeted outreach to the Uzbek audience, illustrates the growing intersection of digital diplomacy, sports marketing, and international influence.
The author further examines how the UK employs institutional mechanisms such as the British Council, diplomatic missions, and business networks to shape perceptions and bolster its global standing. He highlights the British Council’s role in expanding access to UK education and increasing English proficiency among Uzbek youth, citing a significant rise in IELTS success rates. The policy brief also underscores the expanding UK-Uzbekistan economic relations, evidenced by increased trade turnover and British investments in various sectors. Football, as an unparalleled vehicle for engagement, serves as an extension of these diplomatic efforts, with Manchester City’s engagement in Uzbekistan reflecting a strategic move to strengthen cultural ties. The author concludes that, despite the absence of a unified UK strategy for Central Asia, soft power remains a vital mechanism for maintaining British influence in the region, with Khusanov’s transfer marking a potential milestone in this evolving approach.
* The Institute for Advanced International Studies (IAIS) does not take institutional positions on any issues; the views represented herein are those of the author(s) and do not necessarily reflect the views of the IAIS.
