Football and Nation Branding: A Case Study of Saudi Arabia's Strategy for Global Football Recognition

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Krishna Satish
Xavier Ginesta Portet
Jordi de San Eugenio Vela

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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How to Cite
Satish, K., Ginesta Portet, X., & de San Eugenio Vela, J. (2024). Football and Nation Branding: A Case Study of Saudi Arabia’s Strategy for Global Football Recognition. AdComunica, (27), 27–52. https://doi.org/10.6035/adcomunica.7776
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Author Biographies

Krishna Satish, Universitat de Vic-Universitat Central de Catalunya

PhD student at the Universitat de Vic-Universitat Central de Catalunya. He holds a Master’s degree in Statistics and Economics.

Xavier Ginesta Portet, Universitat de Vic-Universitat Central de Catalunya

Lecturer in the Department of Communication at the Faculty of Business and Communication of the Universitat de Vic-Universitat Central de Catalunya. He is a member of the research group Audiovisual Translation, Communication and Territory (TRACTE).

Jordi de San Eugenio Vela, Universitat de Vic-Universitat Central de Catalunya

Full Professor of the Department of Communication at the Faculty of Business and Communication of the Universitat de Vic-Universitat Central de Catalunya. He is a member of the research group Audiovisual Translation, Communication and Territory (TRACTE).