Winning More than the Match: Soft Power, Sustainability and Entrepreneurial Growth.

Mega‑events such as the FIFA World Cup are increasingly being used by nations as strategic instruments of soft power, not simply to enhance global reputation, but to stimulate economic diversification, organisational capability, and long‑term competitiveness. Qatar’s 2022 World Cup demonstrated how hosting can function as a national development strategy, and despite criticism, the country used the tournament to showcase modern infrastructure, sustainability leadership, and its capacity for large‑scale project delivery. This aligns with a wider trend in which sport is leveraged to accelerate post‑oil transformation.

Saudi Arabia’s Vision 2030 illustrates this shift clearly. Events like Formula E and Riyadh Season are not mere entertainment as they also act as catalysts for tourism, inward investment, job creation, and the growth of new entrepreneurial ecosystems. These initiatives create a ‘virtuous cycle’ in which cultural visibility and economic opportunity reinforce one another.

By contrast, the US‑Mexico‑Canada 2026 World Cup highlights a mature‑market model, i.e., rather than building new infrastructure, North America uses mega‑events to optimise existing assets, strengthen sports‑management industries, and expand commercial reach.

For ISBE members, the key insight is that mega‑events increasingly operate as platforms for innovation, sustainability, and enterprise development. The emerging Saudi model shows how sport‑led soft power can reshape national economies while opening new spaces for SMEs, creative industries, and organisational growth.