GENERATING SOFT POWER THROUGH SPORTS DIPLOMACY: QATAR’S INTERNATIONAL IMAGE STRATEGY THROUGH THE 2022 FIFA WORLD CUP

Abstract

The aim of this study is to analyse how the Qatari government, which pursues a strategy of generating soft power through sports diplomacy—one of the branches of public diplomacy—has sought to enhance its international image through the 2022 FIFA World Cup. Accordingly, this study examines the strategies and image-building efforts employed by the Qatari government in organising the 2022 FIFA World Cup, and how it demonstrated a model of foreign policy within the framework of the concepts of soft power and sports diplomacy. The study adopted a qualitative research methodology and assessed the policies and strategies implemented by Qatar during the organisational process, drawing on a review of the literature, official documents, media content and international reports. The findings reveal that the Qatari authorities view the 2022 FIFA World Cup as more than just a sporting event; they see it as a means of showcasing the country’s vision for modernisation, its economic capabilities and its cultural identity to the global public. However, having come under fire for the inhumane working conditions imposed on migrant workers and the human rights violations that occurred during the process of establishing the event’s technical infrastructure, Qatar has implemented an intensive image management and communications strategy in an effort to counter the negative perception that has taken hold in the international community. Consequently, whilst the study demonstrates that sports diplomacy is an effective tool for enhancing international visibility and generating soft power, as illustrated by the example of the 2022 FIFA World Cup in Qatar, it also highlights that it entails certain risks.