The Use of Soft Power as A Tool for Projecting State’s International Image: A Study of Qatar 2022 Federation of International Football Association (FIFA) World Cup

In the international system, state actors often employ soft power tools to achieve their state-oriented goals and further their national interest, branded in what is called foreign policy. Soft power is a theory which advocates for the use of non-coercive or military force to achieve state-oriented goals, rather than the use of ideology, innovations, institutions or culture toW attract other states. Qatar is no exception when it comes to the effective utilization of soft power for projecting the state’s international image. Qatar is a small Middle Eastern country situated in the Arabian Peninsula that seeks to gain international prominence and recognition in world politics by positively enhancing its international image, using the medium of soft power, particularly sports diplomacy, by hosting the 2022 FIFA World Cup. This study, therefore, analyses Qatar’s engagement in sports diplomacy as an oriented and effective tool in achieving its foreign policy objectives. The study adopted the globalization and soft power theory as the theoretical framework of analysis. This study, as part of a wider project, examines the magnitude and the quantifiable benefit derived by Qatar from hosting the 2022 FIFA World Cup in terms of an increment in Foreign Direct Investments by 30%. There is also an upsurge in the Qatar Tourism Sector, making Qatar the centre of tourism in the Middle East, improving diplomatic and foreign relations, exploration of Qatar’s rich sporting legacy, a chance to improve Qatar’s external reputation, dissuasion of global stereotypes and perception of Islamic culture, making Qatar the centrepiece of Middle Eastern Geopolitics, and regional hegemonic power in the Middle East, a growing sense of pride in the Gulf Cooperation Council (GCC). Arab Countries are becoming the destination of global tourism, and other socioeconomic and political benefits are procured by Qatar in hosting the 2022 FIFA World Cup. This study examines how the soft power apparatus is reflected in Qatar’s foreign policy by hosting the 2022 FIFA World Cup in line with the doctrine of sports diplomacy. The study found that the 2022 FIFA World Cup, as an instrument of soft power and sports diplomacy, had a positive impact on Qatar’s external image. Other major findings of this study are that the 2022 FIFA World Cup improved Qatar’s Foreign Direct Investments. It also earned Qatar global recognition and prominence in world politics. The study recommends among the following: that small states like Qatar who relatively lack large population size and military might, could rely on soft power mechanisms in achieving their foreign policy goals, the study also recommends that soft power is not enough for a country like Qatar to secure itself in such a complex and competitive environment like the Middle East.