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The Use of Football as a Country Branding Strategy. Case Study: Qatar and the Catalan Sports Press

The Use of Football as a Country Branding Strategy. Case Study: Qatar and the Catalan Sports Press
 
Ginesta Portet, Xavier ; San Eugenio Vela, Jordi de
2014

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Enllaç permanent: http://hdl.handle.net/10854/2249
 
Versió de l'editor: https://doi.org/10.1177/2167479513486886
 

Abstract

The main objective of this article is to analyse the sport place branding strategy of Qatar, a Persian Gulf country that is using the income from the commercialisation of its gas to create an economy, which can be successful in the future without depending on this natural source. Sport, above all football, has been a key sector ...»»»»
The main objective of this article is to analyse the sport place branding strategy of Qatar, a Persian Gulf country that is using the income from the commercialisation of its gas to create an economy, which can be successful in the future without depending on this natural source. Sport, above all football, has been a key sector in which the Qatari government believes in order to promote the image of its country worldwide. One of the most interesting examples used in this article is the relationship between the Qatar Foundation and FC Barcelona. Using a qualitative methodology, this article aims to understand the key pillars of this strategy and why sport mega-events have been so important when governments want to increase their reputation in the international sphere.^^^^

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Article

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(c) Sage
 
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Citation:

Ginesta, Xavier ; San Eugenio, Jordi. " The Use of Football as a Country Branding Strategy. Case Study: Qatar and the Catalan Sports Press". A: Communication & Sport, september 2014, vol. 2, núm. 3, p. 225-241 doi:10.1177/2167479513486886