A figurational approach to soft power and sport events. The case of the FIFA World Cup Qatar 2022™

Abstract

Soft power' is a term often used to explain how states seek to be appealing and attractive to others to increase their geopolitical influence instead of using military force or economic threats. As part of a soft power agenda, sport events showcase the values, culture and imagery of a host nation, and through that, ideally, attract investors, tourists and attention. But there are problems with the concept, especially when it is adopted by sport events where it is used as a metaphor, as a heuristic device, and a descriptor of current affairs, to name a few. In particular, the concept does not necessarily capture the accumulation of tit-for-tat strategies and bargaining in geopolitics where sport events are involved. In contrast, by using the FIFA World Cup Qatar 2022™ as key example and drawing upon Norbert Elias' figurational sociology as source of theoretical refinement, this article discusses how soft power can become more precise as an analytical category in a context of sport and geopolitics.

Art as a Communicative Factor of International Sports Ceremonies

“…This fosters a global appreciation for different cultures. The showmanship and entertainment are of utmost importance, with precisely choreographed performances, musical pieces, and theatre presentations fascinating the audience and keeping them involved throughout the ceremony (Naess, 2023). Moreover, art serves as a powerful storytelling medium, which communicates the host country's narrative or message underlying the event through visual art, narrative performances, and multimedia presentations, thus imbuing ceremonies with profound meaning and significance (Thomson et al, 2019;Trybulski et al, 2022).…”

Leveraging Major Sport Events’ Success Towards Positioning Qatar as a Sport Tourism Destination

“…The subsequent bid victories for the 2019 World Athletic Championships and the 2019 World Beach Games marked Qatar's ascent as a preferred destination for global sporting competitions. The pinnacle of Qatar's hosting journey materialised in 2022 with the FIFA (Men's) World Cup 1 (FWC), an event that transcended sports, becoming a cultural and diplomatic milestone (Naess, 2023). As the first Arab nation to host the FWC Qatar's successful execution of this global spectacle solidified its position as a premier host, capable of managing the world's most-watched sporting event with finesse.…”