Andriy Shevchenko — Advisor to the President: Betting on Sports Diplomacy

Legendary Ukrainian football player Andriy Shevchenko has joined the team of the Office of the President of Ukraine as a non-staff advisor to Volodymyr Zelensky. His key focus will be the development of sports diplomacy and the promotion of Ukraine’s interests in the international arena.

According to available information, Shevchenko has held this role since September 2023, and has also served as the president of the Ukrainian Football Association since January 2024. Previously, he became the first ambassador of the state fundraising platform UNITED24, actively participating in international humanitarian initiatives.

It is expected that Shevchenko’s authority in world sports will contribute to expanding cooperation with international sports organizations, as well as strengthening Ukraine’s communication with a foreign audience. This is not only about the sports dimension, but also about attracting support in the humanitarian and social spheres.

The appointment fits into the state’s broader strategy to attract famous figures to strengthen international support for Ukraine. The winner of the 2004 Ballon d’Or and a former player for the Italian AC Milan, Shevchenko has significant influence in the European environment, which can become an important tool in shaping the country’s positive image.

At the same time, as head of the UAF, he has already outlined a number of principled positions, in particular, he opposed the practice of the so-called “rapid naturalization” of players, and also drew attention to the problem of the mass departure of young Ukrainian football players abroad after the start of a full-scale war.