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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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-03-01
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| Series: | Frontiers in Sociology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsoc.2025.1521396/full |
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| author | Laila El-Dabt Faisal AlReshaid Kathleen Park Nour AlBuloushi Abrar Al-Enzi |
| author_facet | Laila El-Dabt Faisal AlReshaid Kathleen Park Nour AlBuloushi Abrar Al-Enzi |
| author_sort | Laila El-Dabt |
| collection | DOAJ |
| description | 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 rather than coercion to influence the impressions and preferences of others. Our research highlights the efforts by the government of Qatar to leverage sporting events, such as the FIFA World Cup, to boost international visibility, enhance cultural exchange, and attract tourism and investments.MethodsUsing document analysis and semi-structured interviews, we investigate how global sports serve as a unique soft power vehicle for nation branding, building the attraction and appeal of a nation.ResultsOur findings deepen insights into how nations can strategically and sustainably use globally known and popular sports to cultivate soft power, heighten national pride, and project a positive identity on the world stage.DiscussionWe contribute to the literature on soft power by developing a systematic conceptual framework for understanding how mega-sports events can be strategically managed to support nation branding and public diplomacy. |
| format | Article |
| id | doaj-art-c09f42d40d16473b93ee22ad16336543 |
| institution | DOAJ |
| issn | 2297-7775 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sociology |
| spelling | doaj-art-c09f42d40d16473b93ee22ad163365432025-08-20T02:58:18ZengFrontiers Media S.A.Frontiers in Sociology2297-77752025-03-011010.3389/fsoc.2025.15213961521396Sustainable strategic nation branding through sports: leveraging soft power via mega-event hostingLaila El-Dabt0Faisal AlReshaid1Kathleen Park2Nour AlBuloushi3Abrar Al-Enzi4Department of Marketing and Event Management, Australian University, West Mishref, KuwaitDepartment of Management, American University of Kuwait, Safat, KuwaitMET Department of Administrative Sciences and Global Development Policy Center, Boston University, Boston, MA, United StatesDepartment of Management, Gulf University for Science and Technology, Mishref, KuwaitDepartment of Management, Gulf University for Science and Technology, Mishref, KuwaitIntroductionThis 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 rather than coercion to influence the impressions and preferences of others. Our research highlights the efforts by the government of Qatar to leverage sporting events, such as the FIFA World Cup, to boost international visibility, enhance cultural exchange, and attract tourism and investments.MethodsUsing document analysis and semi-structured interviews, we investigate how global sports serve as a unique soft power vehicle for nation branding, building the attraction and appeal of a nation.ResultsOur findings deepen insights into how nations can strategically and sustainably use globally known and popular sports to cultivate soft power, heighten national pride, and project a positive identity on the world stage.DiscussionWe contribute to the literature on soft power by developing a systematic conceptual framework for understanding how mega-sports events can be strategically managed to support nation branding and public diplomacy.https://www.frontiersin.org/articles/10.3389/fsoc.2025.1521396/fullsoft-powersustainable nation brandingstrategic managementsports eventsQatarinternational relations |
| spellingShingle | Laila El-Dabt Faisal AlReshaid Kathleen Park Nour AlBuloushi Abrar Al-Enzi Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting Frontiers in Sociology soft-power sustainable nation branding strategic management sports events Qatar international relations |
| title | Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting |
| title_full | Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting |
| title_fullStr | Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting |
| title_full_unstemmed | Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting |
| title_short | Sustainable strategic nation branding through sports: leveraging soft power via mega-event hosting |
| title_sort | sustainable strategic nation branding through sports leveraging soft power via mega event hosting |
| topic | soft-power sustainable nation branding strategic management sports events Qatar international relations |
| url | https://www.frontiersin.org/articles/10.3389/fsoc.2025.1521396/full |
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