This research investigates the portrayal of Saudi Arabia in the British press concerning its hosting of international sporting events, specifically within the context of Saudi Vision 2030. Launched in 2016, Saudi Vision 2030 aims to diversify the Saudi economy, attract investment, and improve the quality of life for its citizens. A key component of this vision involves developing the sports sector and hosting major international sporting events. This study addresses a gap in the literature by analyzing the British press's coverage of these events, considering the impact on Saudi Arabia's international image and reputation. The central research question is: How has the implementation of the Quality of Life Program, particularly the hosting of sports events, been covered by the British press? Previous research has examined British media coverage of Saudi Arabia, focusing on post-9/11 perceptions and representations of Saudi women, finding largely negative portrayals. This study employs a content analysis approach to analyze news coverage and utilizes Fullerton's country concept model to provide a comprehensive understanding of the influence of both controllable and uncontrollable factors shaping the perception of Saudi Arabia.

The study draws on the concept of 'soft power,' as defined by Joseph Nye, which refers to a country's ability to influence others through attraction rather than coercion. The literature highlights the use of sports mega-events as a tool of soft power, allowing nations to showcase their values and culture while building international relationships. Examples include South Korea's promotion of K-pop, and the use of the Olympics and FIFA World Cups by various countries to enhance their global image. However, the concept of 'sportswashing' is also introduced, referring to the use of sports events to deflect criticism of human rights abuses or other controversial actions. The literature review examines existing research on soft power strategies, including sports diplomacy initiatives undertaken by various countries like Qatar, UAE, and Azerbaijan. It also examines how the concept of soft power relates to Saudi Arabia's foreign policy, highlighting the kingdom's efforts to engage in cultural diplomacy and utilize media outlets to improve its international image. This section further explores Saudi Vision 2030's initiatives, including the Quality of Life Program and its focus on sports development, as a component of the Kingdom's soft power strategy. The term 'sportswashing' is critically examined in the context of media accusations levied against countries hosting significant sports events, including Saudi Arabia's acquisition of Newcastle United football club.

This study employed a qualitative content analysis approach to examine British press coverage of international sporting events hosted by Saudi Arabia between 2017 and 2021. The data were collected from the online versions of two leading British newspapers: The Sun and the Daily Mail. These newspapers were selected due to their wide readership and influence and because Britain is a significant trading partner of Saudi Arabia. Keyword searches were conducted to identify relevant articles focusing on specific events like the Spanish Super Cup, Formula 1 races, WWE events, and others held in Saudi Arabia. The articles were then analyzed manually using a systematic coding process. The researchers identified themes and sub-themes related to Saudi Arabia's hosting of sports events. This coding process involved identifying recurring patterns, sentiments, and phrases within the textual data. The sentiment analysis involved classifying statements about Saudi Arabia and the events as either positive, negative, or neutral. The study follows a specific coding methodology adapted from Saldana (2013), starting with a detailed plan for collecting and analyzing the data, focusing on phrases mentioning Saudi Arabia's role in hosting international sports activities. Next, the researcher extracted the main themes according to Creswell's (2013) steps, involving manual coding, categorizing, and identifying connections between categories to form overarching themes. A systematic process of encoding and classifying data extracted the main themes for analysis. The researchers then calculated the percentage of positive, negative, and neutral mentions of Saudi Arabia in relation to each event to understand the overall sentiment expressed in the press coverage. The use of sentiment analysis played a vital role in distinguishing the sentiments expressed in each article.

The content analysis revealed a shift in the British press's portrayal of Saudi Arabia over time. While negative coverage was prevalent in the initial years of the study (2017), the number of negative articles decreased in subsequent years, while neutral and positive coverage increased. Specific themes emerged from the analysis. The 'Accusations against the Saudi Government' theme included sub-themes such as international pressure (including boycotts and protests), negative language used to describe the government (such as 'sportswashing', 'regime', 'dictator'), and a focus on human rights concerns (including LGBTQ rights, public executions, and freedom of speech). The 'Saudi Social Reforms' theme highlighted positive aspects, such as improvements in event management, promotion of Saudi heritage and culture, entertainment initiatives, and the empowerment of women (including attendance at sports events, easing of segregation, and women driving). The quantitative analysis of the articles showed a clear increase in the overall number of articles over time, with a decrease in negative articles and a rise in neutral and positive articles. The study also revealed a difference in coverage across the selected events. For instance, the Italian and Spanish Super Cups received the most negative coverage, while Formula E and other events like the Saudi Cup equestrian event received more positive coverage. The WWE and boxing events primarily attracted neutral coverage. The findings quantitatively demonstrate the shift in media coverage: 12 articles in 2017 (5 negative), 35 in 2018, 160 in 2019 (84 neutral, 48 negative, 28 positive), 80 in 2020 (24 negative), and 78 in 2021 (12 positive, 9 negative, 57 neutral).

The findings support the country concept model, illustrating how Saudi Arabia's image is shaped by both controllable and uncontrollable factors. The increase in positive and neutral coverage reflects the success of Saudi Arabia's soft power initiatives in promoting its cultural heritage, entertainment, and social reforms through major sporting events. However, the persistent negative coverage demonstrates that some aspects, such as human rights concerns, remain outside the Kingdom's immediate control and continue to shape international perceptions. The study emphasizes the complexities of soft power strategies, suggesting that while initiatives like hosting sports events can positively influence perceptions, the overall image is also influenced by broader geopolitical contexts and persistent human rights concerns. The prevalence of football coverage aligns with Saudi Vision 2030's focus on this sport's potential to influence international perceptions, as seen in other countries like South Africa. The use of negative terms like 'sportswashing' highlights the ongoing debate and criticism surrounding the Kingdom's efforts to improve its global image through sporting events.

This study demonstrates a shift in British media coverage of Saudi Arabia's hosting of international sporting events, moving from largely negative to increasingly neutral and positive portrayals. The findings support the use of the country concept model in understanding the complex interplay of factors influencing a nation's image and reputation. Saudi Arabia’s strategic use of mega-sports events as a soft power tool shows some success, but negative perceptions persist. Future research could broaden the scope to encompass a wider range of media outlets, including international publications, and explore longer timeframes to further understand the evolving perceptions of Saudi Arabia.

This study's limitations include the focus on only two British tabloid newspapers, potentially limiting generalizability. The relatively short time frame (2017-2021) may not fully capture long-term trends. Future research should consider a wider range of media sources and time periods to obtain a more comprehensive and nuanced understanding of the subject matter. The selection of The Sun and Daily Mail, while leading publications, might not represent the entire spectrum of British media opinion. A limitation of the study might be a lack of detailed information on the reasoning behind the selection of these particular newspapers.