Grappling for Influence: The Role of Mixed Martial Arts as Soft Power Strategy on Gulf Nationalism

ABSTRACT While sports diplomacy has emerged as a significant tool of soft power globally, limited research examines how Gulf states utilise combat sports for regional influence and nation‐building. This study investigates the strategic deployment of mixed martial arts (MMA) to advance nationalism in Qatar, the UAE and Saudi Arabia. The research employs an interdisciplinary approach that integrates Khaleeji nationalism as its central theoretical framework, incorporating soft power theory and concepts of sports diplomacy. Through case studies, analysis of media coverage and government statements, the study examines how Gulf nations leverage MMA to promote modernization agendas and enhance international influence. The findings reveal that MMA serves as a cultural and political tool to project resilience, modernity and cultural authenticity. Gulf leaders have strategically invested in combat sports infrastructure, high‐profile events and fighter development programs, aligning these efforts with national development plans such as Saudi Arabia's Vision 2030 and similar initiatives. Empirical data demonstrate that strategic investments in MMA positively influence youth engagement, strengthen collective identity and reshape international perceptions of the Gulf region. By situating these initiatives within a broader discourse on Gulf regionalism, the study highlights the transformative potential of sports diplomacy in redefining nationalism and global image. The research contributes to understanding how Gulf states utilise combat sports to advance both domestic cohesion and international diplomatic objectives while maintaining cultural authenticity.