Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters
Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters
Simon Chadwick
Opinion

Opinion

Simon Chadwick and Paul Widdop

Soft power sponsorships: how Qatar uses sport to promote a positive picture to the outside world

Qatar, Russia, and even Azerbaijan are using high-profile sports sponsorships to build their national profiles and change perceptions

Simon ChadwickPaul Widdop
Simon Chadwick and Paul Widdop

Updated: 1:58pm, 11 Dec, 2017

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Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters
Qatar Airways are one of the Qatari companies to invest in sports sponsorship to boost their profile and that of their tiny nation. Photo: Reuters
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Simon Chadwick

Simon Chadwick

Simon Chadwick is a Professor of Sports Enterprise at Salford University in the UK, where he is also a member of the Centre for Sports Business.

Paul Widdop

Paul Widdop

Dr Paul Widdop is a cultural networks analyst at Leeds Beckett University in the UK. He is also co-founder of The Football Collective and research editor of Connect Sport.