SPORTS AND INTERNATIONAL REPUTATION: HOW QATAR AND SAUDI ARABIA UTILIZE SPORTS TO ENHANCE THEIR IMAGE

Abstract

Modern international relations contemplate the rise of sports as an effective instrument of foreign policy, enabling nations to enhance their global reputation and project soft power. This article aims to explore the sports diplomacy of Qatar and Saudi Arabia, focusing on their methods of building international reputation and raising the issue of sportswashing as a phenomenon. The foundation of the research is the analysis of official state documents, key sporting events, and recent news surrounding the development of these countries. The major research finding is that both countries use their substantial financial resources to advance their global image and economic diversification. Qatar emphasizes hosting high-profile events, developing sponsorships and partnerships, and investing in international sports entities, while Saudi Arabia focuses on attracting renowned athletes to its domestic league and using their image and fanbase. Key results indicate that Qatar and Saudi Arabia have significantly enhanced their reputation and image by hosting the FIFA World Cup and attracting famous athletes. Yet, another outcome is the rising concern about sportswashing, the concept under which Qatar and Saudi Arabia utilize sports to divert international attention from human rights violations or political problems. The article identifies countermeasures, including leveraging non-state actors, implementing specific regulations, and using boycotts and media campaigns. The work acknowledges the potential of sports diplomacy but underlines the need for solid responses from international actors to address sportswashing. In the end, this analysis contributes to a deeper understanding of the complexities and issues of sports diplomacy in contemporary international relations, offering insights into effective strategies, negative implications, and solutions to them.