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

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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