Image projection in the Russia 2018 and Qatar 2022 FIFA Football World Cups, and a look towards 2026
Abstract
The article examines the public messaging around the 2018 (Russia), 2022 (Qatar), and 2026 (Canada, Mexico, USA) FIFA Football World Cups. In the first two cases, it finds the common projection of an image of modernity and dispelling stereotypes, although there are important differences. The initial comparison is set aside early discourses from Mexico and the US in order to look ahead to 2026, although the unpredictability of US politics and regional relations makes this task speculative. All three cases are presented against the background of recent developments in the application of the concept of Soft Power to the hosting of Sports Mega Events. The article finds that while the concept is somewhat wanting, it continues to inform government strategies and provides some insights into the aims of messaging.
Fields of Study & Subjects
Sports
Gender
and Society
Sports Analytics and Performance
Sport Psychology and Performance
Publication details
- Journal / source
- Soccer and Society
- Publisher
- Informa UK Limited
- Volume
- 27
- Issue
- 4-5
- Pages
- 985–1006
- Publication date
- 5 March 2026
- Language
- EN