DIPLOMASI PUBLIK ARGENTINA MELALUI PENYELENGGARAAN PIALA DUNIA U-20 TAHUN 2023

After the cancellation of Indonesia as host by FIFA in the u-20 world cup, the Argentine Football Federation (AFA) officially volunteered as host to replace Indonesia which was canceled as host. This research explains Argentina's public diplomacy through the organization of the U-20 World Cup in 2023. The purpose of this research is to find out the Public Diplomacy carried out by Argentina at the U-20 World Cup to maintain a positive image of international football. This study uses a qualitative method in the form of library research with a framework for analyzing the concept of three stages of public diplomacy from Josep Nye including Daily Communication, Strategic Communication and Development of Long-Term Relationship. As for the results of this study, the organization of the U-20 World Cup in 2023 by Argentina is not only a sporting event, but also a smart public diplomacy strategy. By applying Joseph Nye's public diplomacy theory, Argentina succeeded in building a positive image, promoting soft power through cultural and sports appeal, and strengthening international relations. With an inclusive and positive approach, Argentina showed that sports, especially soccer, can be an effective tool to build bridges between countries and create global cooperation.