Emily Austin, only 25, has become one of the most prominent influencers in the world in recent years, particularly in sports. But she uses her status not only to promote sports, but also to support Israel. Austin, an observant Jew, is a prominent pro-Israel activist who uses every tool at her disposal to advance Israeli public diplomacy around the world, including with US President Donald Trump, to whom she is close.
Now, ahead of the World Cup, Austin has been chosen as the only influencer covering the tournament on behalf of FIFA, due in no small part to the close relationship she maintains with FIFA President Gianni Infantino. In a special interview with Israel Hayom, she explains how soccer can unite people from across the globe, rise above political disputes, and why Israel's absence from the World Cup hurts its public diplomacy efforts.
How can love of the game be used for Israeli public diplomacy?
"First of all, it is really sad that Israel did not qualify, because I feel that this time so many countries did make it, including countries I am not a big fan of, such as Iraq and Iran. Take Deni Avdija, for example. In my eyes, he is the best public diplomacy Israel has in the world today. Now imagine what would happen to Israeli public diplomacy if Israel qualified for the World Cup.
The connection with Gianni Infantino through Israel
So Israelis, if you're reading this, let's do better next time because it'll make my life easier if you guys qualify. Soccer is connected to almost every part of people's everyday lives. It is a very serious business.
"When fans I meet ask me where I am from, I say I was born in New York and that my parents are from Israel. And then from there, whether they're pro-Israel or against Israel, it always piques your interest because it's just Israel is in everyone's mouth all the time.
"Take Gianni, for example. When I told him my family was from Israel, his wife and daughter were there, and his daughter said, 'Oh my gosh, we are from Lebanon.' And I was like, oh my God, neighbors, and we made a joke about it"
What reactions have you been getting so far from fans around the world about your connection to Israel?
"I want people to know that the anti-Israel media is disproportionately loud. The truth is that 99% of the time, when I tell people I am from Israel, no one cares, whether it is a fan in Mexico, New York or Miami.
"I was at a Senegal match, and one of the fans told me he flew to Mecca to pray for his team's success. I told him I was from Israel, and he actually thought it was nice. On the soccer field, only the sport speaks."
"The Europeans reminded Americans how great America is"
What can be done to make soccer more popular in the United States?
"The truth is, and this is also what I spoke about with FIFA, they were not worried, but I was concerned that this World Cup would not be a success. First, because we are one of the few countries that calls the game 'soccer' and not 'football.' When I tweeted on X that 'soccer is the best sport,' I got thousands of furious responses because I did not call the game 'football.'
"In addition, I was worried that Americans would not welcome the game, and then foreigners would feel like they're not blending into my country, and I want them to feel like they're welcome here. But I was completely wrong. Europeans reminded Americans how great America is, and that was nice. More importantly, the perspective I bring is not like the traditional broadcast of 'Messi passes to this guy, that guy passes to someone else, and then there is a goal.'
"I focus more on the atmosphere, the surroundings, what the fans have to say, their special rituals. One of them even did voodoo on the field. I give it a social and friendly perspective, and I think most Americans need exactly that, because they hardly know any players besides Messi, Ronaldo and maybe Mbappe. That way they do not get bored even if they do not understand the game in depth. I think that angle succeeds in connecting people to soccer.
How do Americans really view soccer?
"I heard people enjoying themselves and asking, 'So where is it next year?' I thought to myself, oh my God, they do not even know that, which is very funny. But it also shows there is excitement for the future. The very fact that they are asking where it is next year shows they want more of it.
"On the other hand, most people in America do not know that Messi plays in Miami. They still think he is in Argentina. So America still has a lot of catching up to do, and it still does not understand that soccer is right within reach. To be honest, we need more superstars. Messi alone is not enough for soccer to explode in the United States. We also need Americans who become stars and dream of succeeding with the national team."
Tens of thousands of Israelis are flying to the World Cup. This time, the feeling is that antisemitism is rising and concerns over personal safety are growing. What do you have to say to them?
"I have a message that may be hard to digest and maybe even unfair, but it is extremely important. I want every Israeli to remember that there is a very good chance their conversation with a foreign fan will be the first time that person has ever spoken with an Israeli.
"If that Israeli is loud, rude, brazen and unpleasant, unfortunately they may generalize all of us that way. But on the other hand, if that Israeli is pleasant, courteous and friendly, and makes the person in front of them think, 'I was wrong about you,' they can change that person's entire perception of the State of Israel.
"It really is that simple. I want Israelis to come, create friendships, memories and connections. I have spoken with so many foreigners at this World Cup, from every country in the world, and it is simply so unifying. The bad and disgusting people who dance on Jewish blood will not change, but the truth is that most people, as I said, have never met an Israeli.
"When someone thinks about Israel today, the chances are very high that the first thing they heard was something negative. But then they meet an Israeli and realize, 'Wait, that is not at all what I heard about you.' If one person manages to prove that the perceptions about Israel are wrong, they are actually changing the way that person will look at Israelis in the future."
"Jews always win"
We have seen many attempts to expel Israel from FIFA and other international organizations. What should Israel itself do to deal with these attempts?
"The Israeli government should not do anything. They should actually stay as far away from everything culture, Hollywood, entertainment, humanly possible. They should stick in their lane, which is international diplomacy, defending the people, making sure that our men and women don't die.
"What Israelis need to know is that you do not want to be somewhere you are not welcomed. Even if FIFA did kick you out, or if Eurovision kicks you out, why would you want to be somewhere you are not welcomed?
"Historically, unfortunately, if you look at the period before the Holocaust, that is what happened to Jews. None of this is new. We always win. We always build something for ourselves that is 10 times better than anything anyone else has."
How does Infantino view this?
"Gianni is the greatest. Not only does he know how to navigate these difficulties within FIFA, he also knows how to navigate the media. Everyone was angry at him for not banning Israel, and now people are mad at him for not banning Iran, and I think to myself, they are so stupid.
"What matters is that the athletes in those countries, whether I like it or not, worked hard enough to qualify. So Infantino says, 'Who am I to kick them out?'
"First of all, that is a very humble mentality. He does not think he is above everyone else. And number two, we must not open the door to that, because there is no end to it. Unfortunately, there's turmoil in the world. There's war. There's chaos. And the one thing that kind of distracts people from the chaos is sports. So if you remove that from people, there's really nothing left."
"It's not a sport for the rich"
Finally, I have to address the elephant in the room: the high ticket prices for the current World Cup.
"As for the World Cup, even in the NBA, New York Knicks games, in the worst seats, can cost $7,000. So it's not like it's only FIFA that's doing it. And I'm not saying all of them are right or all of them are wrong, but we're capitalists.
"On the other hand, soccer is still accessible. I truly see fans here from all over the world. Yes, tickets to the most in-demand matches are not cheap, but soccer is not only the World Cup.
"In the United States, you can see Messi at Miami's stadium, in excellent seats, for just $30 a ticket. it's not a sport for the rich."
