The Qatar’s Brand Building Process: Sports Place Branding and the Catalan Sports Press
Abstract
Sport megaevents have been used to promote places since the nineteenth century. Taking into perspective the allocation of the FIFA World Championship 2022 to Qatar, the Persian Gulf country is developing a strategy to participate actively in the football global business, as well as, to promote itself worldwide. Furthermore, in 2011, Qatar Foundation reached a strategic agreement with the recent UEFA Champions League and FIFA Club World Cup winner, FC Barcelona, to develop different social actions worldwide. The main objective of this article is to analyze the international positioning of Qatar, using the values of sport to build its nation brand which is projected worldwide through its national media (AlJazeera) and the media of the places where the Qatari government has invested recently, such us Catalonia.Downloads
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