How does Saudi Arabia use sportswashing to build soft power and reshape its international image

Abstract

This thesis investigates how Saudi Arabia strategically uses sportswashing as a soft power tool to rebrand its international image and divert attention from domestic issues, such as a bad human rights record or corruption. Situated within the frameworks of soft power, public diplomacy, and nation branding, the research applied a qualitative single case study approach focused on Saudi Arabia. Empirical analysis was conducted across five key domains of sportswashing: hosting of mega-events, development of domestic infrastructure and new facilities, sponsorship of teams or competitions by state-affiliated companies or organizations, investing in international sport leagues, teams or streaming rights, and engaging and using well-renowned athletes. Drawing on primary state documents and statements, academic literature, media reports, and NGO publications, the thesis finds that Saudi Arabia´s efforts have resulted in mixed results. While the kingdom has successfully increased its global visibility and partial credibility, these efforts have also intensified criticism, creating a paradox of fragile legitimacy.