Zamin Hussein | Leeds Beckett University

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Zamin Hussein | The power of attraction: FIFA 2022, Qatar, soft power and the creation of national and international influence

Supervisors: Dr Kate Dashper and Dr Tom Fletcher

Zamin is a full-time PhD student in the UK Centre for Events Management.

My research examines the role of internally focused soft power in the context of major sports events, concentrating on the FIFA World Cup to be held in Qatar in 2022. Drawing on the concept of soft power, I am investigating how hosting major sports events can affect national image, which is directed internally at residents and citizens. I conducted interviews with a wide range of people occupying different strata of society in Qatar, from labourers, to taxi drivers to government engineers, doctors, and businessmen. My research shows how sports events can be used as a vital diplomatic tool to encourage contentment and loyalty to the state, for both citizens and migrant workers.