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Bayu Adhinata
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Politicos: Jurnal Politik Dan Pemerintahan
Published by Universitas Warmadewa
ISSN : 27768036     EISSN : 27768023     DOI : 10.22225/politicos
Core Subject : Social,
Social Sciences
Politicos: Jurnal Politik Dan Pemerintahan adalah jurnal ilmiah yang menerbitkan artikel orisinal berdasarkan pengetahuan, penelitian, dan penelitian terapan terkini serta perkembangan ilmiah terkini di bidang politik, pemerintahan, politik internasional, kebijakan, pemilu, partai politik, konflik, masyarakat sipil, dan terbuka untuk semua pendekatan metodologis dan penggunaan teoretis. Jurnal ini terbuka untuk akademisi, mahasiswa pascasarjana, praktisi, dan individu yang memiliki minat pada isu-isu sosial politik. Jurnal ini diterbitkan 2 kali dalam satu tahun pada bulan Maret dan September, naskah yang diajukan dan siap diterbitkan akan diterbitkan secara online secara bertahap dan versi cetak akan dirilis pada akhir periode penerbitan.
Arjuna Subject : Ilmu Sosial - Ilmu Politik dan Hubungan Internasional
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Search results for , issue "164-179" : 1 Documents clear
Sportswashing or Strategic Branding? The Saudi Pro League's Role in Reshaping Global Perceptions of Saudi Arabia Ansori, Imam; Yamin, Muhammad; Darmawan, Arif; Anwar, Soni Martin
Politicos: Jurnal Politik Dan Pemerintahan 164-179
Publisher : Universitas Warmadewa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22225/politicos.5.2.2025.164-179

Abstract

This study analyzes the change of the Saudi Pro League (SPL) from 2021 to 2024, assessing whether these initiatives represent sportswashing or authentic nation branding. Since 2021, Saudi Arabia has allocated billions into the acquisition of international football talents and the enhancement of facilities, notwithstanding global condemnation of its human rights record. This research utilizes Anholt's nation branding hexagon framework and adopts a qualitative case study technique with comparative aspects, incorporating official documents, public opinion surveys, media content analysis, and tourism statistics. Findings indicate a multifaceted "strategic sports diplomacy" approach that surpasses the simplistic sportswashing/branding dichotomy, yielding disproportionate outcomes across several objectives. Despite SPL's notable commercial success, including airing in over 130 countries, generating over $300 million in annual revenue, and attracting an additional 310,000 tourists, enhancements in reputation within Western markets were limited, especially among viewers emphasizing human rights issues. The study demonstrates a "Western perception paradox," wherein substantial visibility gains did not result in enhanced favorability, while demographic analysis indicates markedly more positive perceptions among younger viewers, active fans, and non-Western demographics. This study enhances the theoretical comprehension of sports diplomacy by illustrating how audience segmentation influences effectiveness across demographic, geographic, and cultural dimensions, thereby contesting simplistic assessments of sports-based nation branding and offering frameworks for analyzing the multifaceted outcomes of modern sports diplomacy.

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