Fotbollens makt som utrikespolitiskt verktyg : Fallen Qatar och Ryssland

This study examines how Qatar and Russia utilize football as an instrument of foreign-policy. While previous reasearch has primarily focused on mega-events, such as the Olympic games and the FIFA World Cup, this thesis expands the scope by analyzing how footbal functions as a strategic tool for nation branding in both countries. The study employs a comparative qualitative case study appraoch, based on Simon Anholt’s nation branding framework, modified to include four dimensions instead of six. The analysis demonstrates that both Qatar and Russia leverage football to advance their foreign policy objectives, but in markedly different ways. Qatar uses football to promote modernization and economic diversification. In constrast, Russia utilizes football to reinforce domestic legitimacy and consolidate the regime’s authority. The findings highlight the varied strategic functions of football in international politics and contribute to a deeper understanding of nation branding and sportswashing deployment through football.