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Saudi Arabia's soft power in sports discourse
The article discusses the transformation that Saudi Arabia has undergone in its sports policy under the leadership of Crown Prince Mohammed bin Salman. Sports have become a key part of its strategy to boost soft power and enhance the country's global image. By hosting international sporting events and attracting global stars like Cristiano Ronaldo, Saudi Arabia aims to attract tourism, diversify its non-oil economy, and reshape its external image. The article explores how this shift is not limited to entertainment alone but seeks to build an economic, touristic, and cultural presence. It goes beyond the traditional concept of soft power to include direct investments in sports industries and the expansion of sports infrastructure. The piece also discusses debates around the concept of "sportswashing" and its legitimacy, with some viewing it as a means of improving the country's image at the expense of human rights issues. Ultimately, the article highlights that Saudi Arabia's investments in sports are part of a comprehensive strategy to strengthen its international presence and reflect a shift in the distribution of power and wealth within the global sports scene.
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