How Has Sports Diplomacy Contributed to The Growth of Soft Power and Nation-Branding in Qatar ?
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Abstract
Sports diplomacy and soft power has contributed to national branding in Qatar. This paper sought to explore the contributions of sports diplomacy to national branding and soft power in Qatar through qualitative methods, where respondents were recruited purposively. The sample size for this study was seven participants drawn from various sectors and positions in Qatar. Data were collected using interviews and analyzed thematically. Therefore, to realize this aim, the research was anchored on the fundamental questions of using sports diplomacy to achieve national branding, soft power, and promotes human rights. The study further examined criticisms against Qatar during the FIFA World Cup. The research relied on qualitative methods, where respondents were recruited purposively. The sample size for this study was seven participants drawn from various sectors and positions in Qatar. Data were collected using interviews and analyzed thematically. Key findings outlined that sports diplomacy enhances Qatar's attractiveness and image within the global community context. Sports highlight a nation's culture, identity, and ranking internationally. Through sports mega-events like the FIFA World Cup, Qatar has promoted its cohesion, integration, interaction, and togetherness with other countries globally. Sports diplomacy in Qatar has significantly contributed to realizing social, political, and economic ties with the global system. Sports mega-events like the FIFA World Cup influence diplomatic and soft power exercise through greater international visibility. Qatar was able to project its image as a developed, peaceful, and largely stable country in the Middle East region.
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