Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s <i>Generation Amazing</i> program

Ekren, Deniz; Anagnostopoulos, Christos

doi:10.1108/ijsms-08-2023-245

IJSMS

2023

DOI: 10.1108/ijsms-08-2023-245

|View full text |Cite

Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program

Deniz Ekren,

Christos Anagnostopoulos

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2023

2024

Publication Types

Select...

Article2

Relationship

Self Cite0

Independent2

Authors

Journals

Cited by 2 publications

References 17 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

A geopolitical economy of football: the case of Qatar

Chadwick,

Anagnostopoulos

2023

International Journal of Sport Policy and Politics

View full text Add to dashboard Cite

A geopolitical economy of football: the case of Qatar

Chadwick,

Anagnostopoulos

2023

International Journal of Sport Policy and Politics

View full text Add to dashboard Cite

Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?

Aras,

Özel

2024

IJSMS

View full text Add to dashboard Cite

PurposeThe purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways. Design/methodology/approach To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method. FindingsWe argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.Originality/valueThe major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Case study: What’s the best (kept) secret about FIFA’s 2022 World Cup™? The case of Qatar’s Generation Amazing program

Cited by 2 publications

References 17 publications

A geopolitical economy of football: the case of Qatar

A geopolitical economy of football: the case of Qatar

Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?

Contact Info

Product

Resources

About