Goal-Setting Geopolitics: How the Gulf Rewrites the Rules with FIFA World Cup Bids

This thesis examines the extent to which states utilise FIFA World Cup bids to enhance their soft power within the framework of neoliberal institutionalism. Through a comparative qualitative content analysis of the two Gulf host bids (Qatar 2022 and Saudi Arabia 2034), the research reveals institutional mechanisms, including strategic alliances with targeted narratives, that utilise the influence of host governments to systematically downplay human rights abuses. An analysis incorporating examples of the bids showcases that institutional access and dynamics are necessary for success within the bidding process. The findings contribute to the literature on sports diplomacy by examining the interplay between formal rules and reputational stages, offering a critical perspective on the governance of sport mega-events.