Clashes of cultures at the FIFA World Cup: Reflections on soft power, nation building, and sportswashing in Qatar 2022

Abstract

The purpose of this article is to discuss clashing narratives around the Qatar 2022 FIFA World Cup through the lenses of nation branding, public diplomacy, and country image. Beyond the athletic competition, Qatar 2022 was also a cultural clash between East and West, or the Global North and the Global South as it was the first time such a significant mega-event was held in the Arab and Muslim world. While western countries and media framed the event as a sportswashing attempt by Qatar to distract from the death toll of migrant workers, corruption, discriminative policies against the LGBTQ community, and environmental damage, the Qataris positioned the competition as part of a long-term nation building strategy, while counter-criticizing using whataboutism and even through accusations of orientalism and Islamophobia. This case study discusses five areas of dualities in which nation branding and related fields manifested through Qatar 2022: (a) Clashes of civilizations and colonial imperialism, (b) Sportswashing, soft Power, and nation building, (c) Nationalism in a globalized world, (d) Everyone can engage in cultural diplomacy, and (e) Sustainability, inclusion, and greenwashing. The study is significant as it contributes to existing literature nuanced, critical, and at times self-contradicting discussion on sports, nation branding, and related fields, in the context of globalization and the complexity of Middle East geopolitics.