Soft Power

The FIFA World Cup in 2022 in Qatar garnered more attention from the international community due to Qatar's ability to change perceptions of it as a nation capable of hosting the biggest sporting events. Many countries have recently sought to host international sports events in an effort to enhance their posture diplomatically, improve their reputation as well as shore up their position within the international community. To that end, “Sports Diplomacy” has been used to achieve understanding and peace among nations and promote the countries’ political and ideological goals. On the other hand, countries exploited sports as an approach aiming at asserting the superiority and strength of the state; for instance, the 1936 Olympic Games were held in Germany, and the 1934 FIFA World Cup was held in Mussolini’s Italy. In other cases, sports played a more constructive role in the 1990s, representing an opportunity for South Africa to surpass the apartheid era and look forward to a better future. For China, sports have played a role in introducing an open policy and a more influential economy.   A state’s reputation is one of the key factors affecting its international relations, as it reflects its global image, influencing its recognition and interaction with other countries. With sports diplomacy, states could carry out several interests, such as boosting diplomatic ties with other states, raising the degree of understanding and cooperation among people and governments, and improving the state's public image globally. In other words, sports diplomacy is an effective tool for attaining diplomatic goals and promoting the state’s reputation worldwide. This analysis seeks to shed more light on the link between sports diplomacy and the state’s reputation and how the state’s stance in the international community is enhanced by sports diplomacy.