Cultural diplomacy through sports: the case of the state of Qatar

This case study examines Qatar's strategic use of sports as a cultural diplomacy tool, particularly through hosting the 2022 FIFA World Cup. Following its National Vision 2030 and subsequent National Development Strategy, Qatar has systematically invested in sports to diversify its economy, strengthen diplomatic relations, and reshape its international image. The study analyzes how Qatar successfully balanced modernity with tradition, exemplified through the World Cup logo's design and launch, which incorporated both contemporary and cultural elements. The research demonstrates how sport diplomacy helped Qatar legitimize its governance, overcome regional challenges like the 2018 blockade, and establish itself as a global cultural hub while maintaining its cultural identity.