Document Type

Article

Source of Publication

Sport in Society

Publication Date

5-22-2026

Abstract

Sport mega-events (SMEs) increasingly transcend athletic competition, functioning as strategic instruments for national identity formation, statecraft, and soft power projection. This dynamic is particularly pronounced in the Gulf, where Qatar’s successful hosting reignited regional rivalries and attracted unprecedented global scrutiny. While existing scholars have extensively examined Western media portrayals of SMEs, a notable gap remains for academic engagement with Gulf media. Dismissed as state-controlled and analytically lacking, we contend that such media offer a rich site for exploring how small states use media as soft power, to construct and contest legitimacy, identity, and global influence. This analysis suggests how state-aligned Arab media is not a passive instrument of state rhetoric, but strategic communicative arenas where legitimacy, modernity, and cultural pride are actively constructed. As Morocco and Saudi Arabia prepare to host FIFA World Cups, understanding the strategic use of regional media becomes increasingly relevant.

ISSN

1743-0437

Publisher

Informa UK Limited

Disciplines

Communication | Sports Sciences

Keywords

critical discourse analysis, FIFA World cup, Qatar 2022, soft power, sporting mega events, sportswashing, state-controlled media

Scopus ID

105039778082

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Hybrid: This publication is openly available in a subscription-based journal/series

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