Sports policy is somewhat of ‘a new kid on the block’ for the EU. It only acquired a competence in sport following the adoption of Lisbon Treaty in 2007, in force since 2009. This is not to say the EU lacks experience in sporting matters. For many years, the EU institutions have grappled with the issue of how to reconcile the specificity of sport with the demands of EU law. This debate is ongoing, but not the subject of our enquiry. Our focus is to assist the EU in considering the merits of adopting a sport diplomacy strategy, first mooted by a High-Level Group on Sport Diplomacy in 2016. Four members of that group form part of the research team for this study. EU action since that report indicates enthusiasm for sport diplomacy. However, to act effectively in this relatively new field of EU activity, the EU institutions and the Member States require an evidence-base. The aim of our project was to undertake primary research and stage a series of Multiplier Sport Events (MSE) to provide such evidence on the efficacy of sport as a diplomatic tool. During our six MSEs, we invited a wide range of actors to share their thoughts and experiences on the practice of sport diplomacy. These events reinforced our view of the value of sport in helping the EU achieve its external relations ambitions. In this study, we claim that now is the time for the EU to act more strategically in this field and adopt an EU Sport Diplomacy Strategy.