Sports stars as a country brand image: Analysis of interviews with international footballers on the YouTube channel of the Saudi Professional League
Abstract
The study analyses country brand management through the Saudi Professional League (SPL), using international football stars to enhance the image of Saudi Arabia. It examines interviews from the SPL's YouTube channel, assessing narrative structures and audience reactions to the country brand. Covering January 2023 to March 2024, the analysis shows an increase in video production and audience engagement, highlighting interviews with players such as Cristiano Ronaldo. The findings suggest that the SPL's content strategy contributes to Saudi Arabia's nation branding efforts, although it critically examines the term 'sportswashing' in the use of sport to counter negative perceptions.
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