The purpose of the study is to substantiate the need and expediency of supplementing the competence of international activities with the competence of public sports diplomacy of specialists in physical culture and sports for productive participation in the implementation of international sports cooperation programs. The article complements the political, humanitarian, cultural prerequisites for the implementation of public diplomacy in the field of physical culture at the level of mass and amateur sports, recorded in international and Russian documents. The goals of public diplomacy in the field of youth policy and student sports are clarified, aimed at creating a positive image, business reputation and a productive personal and corporate brand. Based on the concept of “sports well-being”, the structure of its components and their content, the content of the phenomenon “personal brand of a student-athlete” is substantiated. The structure of the components of the personal brand of a student-athlete as an actor of public diplomacy was modeled. Methodology for designing a personal brand of a student-athlete is presented. Recommendations have been formulated for designing the content of the educational program of additional education, the advanced training course “Strategies, tactics and techniques of public diplomacy in the field of physical culture and sports”, integrating knowledge in the field of foreign policy, world sports, sociology, social psychology, intercultural communication, public relations and journalism, collectively necessary and sufficient to assume the social role of “actor of public sports diplomacy”.