In a globalized world, sport has an increasing political importance and plays an essential role in shaping and maintaining a country's image in the international community and in achieving its foreign policy and economic objectives. The organization of a sports mega-event such as the Olympic Games or the World Cup has evolved from a by-product of externally presenting a country's culture to a deliberate tool for soft power building, enhancing the national image and deflecting attention away from undemocratic practices and massive human rights violations of the host country. This trend, known as sportswashing, is present in both developed and, increasingly, emerging countries, with authoritarian regimes at the forefront. Although it has many positive effects, such as raising a country's profile, improving its image, enhancing its visibility and, last but not least, financial benefits, it runs a high risk of backfiring, as it exposes the country to international scrutiny. The case study on the organization of the 2022 FIFA World Cup in Qatar reveals the evolving relationship between sportswashing and the soft power of a state to pursue its interests and create a positive image in the international community. The Master's Thesis answers the research question of the country's motivation to organize sports mega-events, even though this draws further attention to its controversial national practices. This research, through the case of Qatar, contributes to the unraveling of the complexity of the strategy of sportswashing and the intricate role that sport plays as a means for a state to advance its interests in the international community.
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