Soft Power

Soft power is a term that has gained prominence in the study of international relations and diplomacy over the past few decades. Coined by political scientist Joseph Nye in the late 1980s, soft power refers to the ability of a country to shape the preferences and behaviors of other countries through attraction and persuasion rather than coercion or payment. Unlike hard power, which relies on military might or economic leverage, soft power draws upon cultural appeal, values, and diplomacy to foster goodwill and build lasting relationships between nations. In today's globalized and interconnected world, the role of soft power in diplomacy has become more crucial than ever. It shapes international perceptions, influences global public opinion, and helps countries advance their interests without resorting to force 3 . Soft power derives its legitimacy from a country’s values, institutions, and foreign policy. The instrument for mobilizing a country’s soft power abroad is public diplomacy, and therefore the state features prominently in projecting soft power abroad. This power of persuasion is based on intangible resources such as the attractiveness of an international actor’s culture and values.

Between 2015 and 2024, the Kingdom of Saudi Arabia underwent a monumental socio-economic and diplomatic pivot, driven by its ambitious Vision 2030 blueprint. Central to this transformation has been an unprecedented multi-billion-dollar investment in global sports. This paper evaluates Saudi Arabia’s strategic deployment of sports as an instrument of soft power and public diplomacy during this pivotal decade. Utilizing a qualitative case-study methodology framed by Joseph Nye’s conceptualization of soft power, the study investigates the mechanisms through which the Kingdom has sought to reshape its international image, diversify its hydrocarbon-dependent economy, and foster global political goodwill. The analysis reveals a multi-layered approach characterized by the aggressive acquisition of elite foreign clubs, the domestic integration of world-class sporting icons, and the securing of hosting rights for high-profile mega-events. The study finds that while these initiatives have effectively repositioned Saudi Arabia as an indispensable hub in global sports governance, they have also generated a distinct soft power paradox—manifesting as deep international polarization and widespread accusations of "sportswashing." Ultimately, this paper underscores the complexities of state-backed sports diplomacy, demonstrating that while financial capital can swiftly command global attention, translating that presence into enduring cultural attraction remains a contested geopolitical endeavor.