Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting
IntroductionThis study examines the strategic management of nation branding from a soft power perspective, focusing on Qatar’s use of sports mega-events to enhance its global image. In contrast to hard power, soft power, in the realm of national or public diplomacy, refers to using cooperation rathe...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-03-01
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| Series: | Frontiers in Sociology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fsoc.2025.1521396/full |
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