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
Simon Chadwick
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
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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
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