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
Opinion
Opinion
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
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
