This book presents a systematic analysis of Qatar’s 2022 FIFA World Cup as a case of sports diplomacy and soft power deployment in a contested geopolitical environment. It examines how the tournament functioned as a platform for reshaping international perceptions of the Middle East and for articulating alternative global narratives.

Demonstrates how international events can be used not only for image building but also for diplomatic engagement and narrative negotiation. The book analyzes Qatar’s strategies for navigating regional rivalries responding to human rights criticism and advancing cultural diplomacy through a mega sporting event by focusing on a small state operating under intense political and media scrutiny.

Outline original research conducted during the World Cup it provides empirical insights into Qatar’s engagement with global institutions media and international audiences with particular attention to media representation stakeholder relations and the contestation of postcolonial narratives.

This book appeals to diplomats, policymakers, international media professionals, and sports administrators interested in the transformative role of mega-events in contemporary global affairs along with scholars and graduate students in international relations, Middle Eastern studies, media studies, and sports sociology.

Thomas Bonnie James is Assistant Professor and Program Director for Politics and International Relations at AFG College with the University of Aberdeen in Qatar. He completed his PhD in Gulf Studies at Qatar University. His research interests include sports diplomacy, soft power, international relations, and Gulf politics. He serves as an editor for The International Journal of the History of Sport (Taylor & Francis).