Sporting Diplomacy: The Role of International Players in Enhancing Saudi Arabia’s Nation Branding and International Public Relations (PR) Strategies

Abstract

This study investigates the role of international player signings in the Saudi Pro League (SPL) as a strategic tool for enhancing Saudi Arabia’s nation branding and international public relations (PR) strategies. The research is grounded in theoretical frameworks including Sporting Diplomacy Theory, Nation Branding Theory, Soft Power Theory, Public Relations Theory, Social Identity Theory, and Global Media and Communication Theories. Through qualitative analysis of global news articles, reviews, and academic sources, the study examines the impact of high-profile international players joining the SPL on Saudi Arabia’s international image and soft power. The findings reveal that the SPL’s international signings have led to increased visibility, media coverage, and social media engagement for both the league and the country. These signings foster cultural exchange, intercultural dialogue, and positive perceptions of Saudi Arabia as a diverse and dynamic nation. Moreover, the study suggests that the use of football and renowned players as cultural ambassadors contributes to Saudi Arabia’s strategic communication goals and nation branding efforts. The research concludes with recommendations for further leveraging the SPL’s international signings to enhance Saudi Arabia’s global image, soft power, and diplomatic relations. The study contributes to the understanding of how sports, particularly football, can serve as an effective tool for nation branding and international PR strategies, offering insights for governments, institutions, and stakeholders seeking to strengthen their global presence.