Work

La construcción de la marca ‘Qatar’ a partir del deporte: ‘sports place branding’ y prensa deportiva catalana

Year: 2013

Type: article

Abstract: Sport megaevents have been used to promote places since the nineteenth century. Taking into perspective the allocation of the FIFA World Championship 2022 to Qatar, the Persian Gulf country is developing a strategy to participate actively in the football global business, as well as, to promote itself worldwide. Furthermore, in 2011, Qatar Foundation reached a strategic agreement with the recent UEFA Champions League and FIFA Club World Cup winner, FC Barcelona, to develop different social actions worldwide. The main objective of this article is to analyze the international positioning of Qatar, using the values of sport to build its nation brand which is projected worldwide through its national media (AlJazeera) and the media of the places where the Qatari government has invested recently, such us Catalonia.

Source: Estudios sobre el Mensaje Periodístico

DOI: 10.5209/rev_esmp.2013.v19.n1.42537

Authors: Jordi de San Eugenio Vela, Xavier Ginesta Portet

Institution: Universitat de Vic - Universitat Central de Catalunya

Language: Spanish

Topic: Sport and Mega-Event Impacts

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2091870769

FWCI:

Cites: 11

Cited by: 5

Related to: 10