The Use of Soft Power in Sports: The Case of Saudi Arabia

Öz

This study examines Saudi Arabia's use of soft power in the field of sports, revealing the country's efforts to strengthen its global image through its sports strategies. The concept of soft power refers to the strategies countries employ to exert influence internationally without resorting to military or economic pressure, through elements such as culture, diplomacy, media, and sports. The study utilised the document analysis method from qualitative research designs. Access to the document used as the data set was obtained through the Play the Game website. The data obtained from the relevant document was analysed using content analysis. The findings of the study indicate that Saudi Arabia's sports investments and organisational strategies are part of a long-term plan aimed not only at achieving sporting success but also at enhancing its effectiveness in international relations. Investments in popular sports such as football, boxing, golf, MMA and e-sports in particular demonstrate this plan. It is also noteworthy that the vast majority of influential figures in sports organisations are men. Another noteworthy finding is that the Saudi Arabian Football Federation has signed partnership agreements with two international football federations, forty-five national football federations, and six football clubs. The extent to which these strategies will be successful and whether the steps taken to increase women's participation in sports will be effective can be evaluated more comprehensively in future studies.

Anahtar Kelimeler

• Sports
• Soft power
• Saudi Arabia

Sporda Yumuşak Güç Kullanımı: Suudi Arabistan Örneği

Öz

Bu araştırma, Suudi Arabistan’ın spor alanındaki yumuşak güç kullanımını inceleyerek, ülkenin spor stratejileriyle küresel imajını güçlendirmeye yönelik çabalarını ortaya koymaktadır. Yumuşak güç kavramı, ülkelerin uluslararası alanda askeri veya ekonomik baskılara başvurmadan, kültür, diplomasi, medya ve spor gibi unsurlar üzerinden etki kurma stratejilerini ifade eder. Araştırmada nitel araştırma desenlerinden doküman analizi yöntemi kullanılmıştır. Veri seti olarak yararlanılan dokümana Play the Game internet sitesi üzerinden erişim sağlanmıştır. İlgili dokümandan elde edilen veriler içerik analizi yöntemi ile incelenmiştir. Araştırmanın bulguları, Suudi Arabistan’ın spor yatırımları ve organizasyon stratejilerinin sadece sportif başarılar değil, aynı zamanda uluslararası ilişkilerdeki etkinliğini artırmayı amaçlayan uzun vadeli bir planın parçası olduğunu göstermektedir. Özellikle futbol, boks, golf, MMA ve e-spor gibi popüler spor branşlarına yapılan yatırımlar bu planı ortaya koymaktadır. Ayrıca spor organizasyonlarında etkili isimlerin büyük çoğunluğunun erkek olması dikkat çekmektedir. Diğer bir dikkat çekici bulgu, Suudi Arabistan Futbol Federasyonunun iki uluslararası futbol federasyonu, kırk beş ulusal futbol federasyonu ve altı futbol kulübü ile ortaklık anlaşması imzalamasıdır. Bu stratejilerin ne kadar başarılı olacağı ve kadınların spora katılımı konusunda atılan adımların etkili olup olmayacağı ise gelecekte yapılacak araştırmalarla daha kapsamlı bir şekilde değerlendirilebilecektir.

Anahtar Kelimeler

• Spor
• Yumuşak güç
• Suudi Arabistan

Kaynakça

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