卡塔尔航空公司与巴塞罗那足球俱乐部的赞助协议:体育外交的催化剂?

Bülent Aras, Meltem Özel
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引用次数: 0

摘要

本研究的目的是评估卡塔尔航空公司赞助巴塞罗那足球俱乐部如何影响卡塔尔的体育外交和品牌意识。研究重点是赞助商的需求战略,并考虑西班牙国民对卡塔尔和卡塔尔航空公司的意见和态度。设计/方法/途径为了进行评估,在 2022 年 11 月 3 日至 2022 年 11 月 21 日期间,采用分层抽样法对来自西班牙四个区域(北部、南部、中部和东部)17 个不同地区的 434 名西班牙国民进行了调查。研究结果我们认为,卡塔尔航空公司赞助巴塞罗那足球俱乐部有助于提高卡塔尔在西班牙的知名度和国家声誉。我们还发现,有必要在体育外交中持续开展赞助和营销活动,以更好地实现公共外交目标。原创性/价值本研究对文献的主要贡献在于讨论了体育赞助在赞助商认可度方面的作用,并通过对赞助球队所在国的公众舆论进行定量分析来评估赞助商的认可度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Qatar Airways–FC Barcelona sponsorship deal: a catalyst of sports diplomacy?

Purpose

The purpose of this study is to evaluate how Qatar Airways’ sponsorship of FC Barcelona affects Qatar’s sports diplomacy and brand awareness. It focuses on the sponsorship’s demand strategy and takes into account the opinions and attitudes of Spanish nationals toward Qatar and Qatar Airways.

Design/methodology/approach

To assess this, a survey of 434 Spanish nationals from 17 different regions from four zones (North, South, Center, and East) in Spain between November 3, 2022 and November 21, 2022 was conducted using a strata sampling method.

Findings

We argue that Qatar Airways’ sponsorship of FC Barcelona serves to improve Qatar’s recognition and national reputation in Spain. We also found that there is a need for consistent sponsorship and marketing efforts in sports diplomacy to better fulfill public diplomacy aims. Overall, this paper concludes that Qatar Airways’ sponsorship of FC Barcelona positively contributes to the country’s sports diplomacy despite significant challenges.

Originality/value

The major contribution of this study to the literature is the discussion of the role of sports sponsorships in the recognition of the sponsor, which was assessed through conducting a quantitative analysis of public opinion in the sponsored team’s host country.

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