Abstract
Nation branding is an important factor of international image management which has gained increasing importance for nations worldwide. Since 2018, the Kingdom of Saudi Arabia has embarked on a journey to enhance its global sports recognition and reputation by strategically investing in football. This research article examines the efforts and challenges Saudi Arabia faces in investing in football as an important tool for country branding. The research will adopt a quantitative approach through the analysis of Twitter to explore the impact of football on Saudi Arabia's nation branding initiatives. It focuses on various dimensions, such as how culture is promoted, economic development, tourism, and global visibility achieved through football as a brand. The findings of this research provide insights into the field of nation branding which can be of further use to policymakers, academicians, and sports officials who are interested in the intersection of sports, culture, and nation branding. The study aims to focus on Saudi Arabia's government-centric approach to nation branding through football and focuses on finding out the complex nature of utilizing football to promote the country's pursuit of global recognition and reputation enhancement.
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