Sport is recognized as one of the most effective tools for public diplomacy and national branding. Sport diplomacy, as a branch of public diplomacy, refers to the use of sport to achieve foreign policy goals, people-to-people diplomacy, strengthen national identity and image, and enhance international relations. This article examines the impact of sport diplomacy on national branding and the national image of countries, analyzing and synthesizing existing studies in this field, which include a range of 183 articles from the Web of Science. The main research question is how sport diplomacy can serve as an effective tool in enhancing the national brand and image of countries. The findings show that sport diplomacy significantly contributes to the elevation of countries' global standing through increasing global recognition, strengthening national identity, attracting foreign investment, promoting the tourism industry, and improving international relations. The findings also address successful cases such as the impact of the 2010 FIFA World Cup in South Africa and the 2022 World Cup in Qatar, while also exploring challenges and barriers such as the high costs of hosting and political challenges. Ultimately, the results indicate that in today's world, where the importance of soft power has increased, sport diplomacy can be an effective tool in improving a country's image, international relations, and global standing.