Sport branding across cultures

Dalia Abdel Rahman Farrag

Chapter 15 in Handbook on Sport and Culture, 2025, pp 215-229 from Edward Elgar Publishing

Abstract: This chapter delves into the main differences between sports branding from an Islamic/Arab perspective and Western branding. The analysis revolves around how the branding process is influenced by Islamic and cultural values among Muslim countries, with a particular focus on Qatar compared to Western countries. Sports have always been and remain essential for bridging cultural gaps between nations. More specifically, the chapter provides evidence about how Qatar, as one of the most active states in the Gulf region when it comes to hosting mega sports events, has managed to apply sports branding principles to bridge the gap between the Islamic/Arab and Western cultures, as particularly evident during the FIFA World Cup 2022. Qatar used sports and the platform of the FIFA World Cup as a means to extend its cultural influence and assert a form of supremacy. Through implementing sports branding initiatives, Qatar subtly promoted its Islamic values and Middle Eastern heritage, shaping global perceptions and establishing its cultural norms as a part of the more extensive international dialogue.

Keywords: Sports branding; Culture; Islamic branding; Sports diplomacy (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035339976
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