Has sports become the world’s first language?
Maha Mohammed Al-Sharif
Sports and entertainment in the Kingdom of Saudi Arabia are constantly developing, to the point that it has become the talk of the world on all media platforms, and its details are at the forefront of international news bulletins. The world is a vast and complex place, and it has different angles. Everyone works according to his principles and the essential things that distinguish him, to show that image that he wants in a decent and harmonious manner. With all, and for this reason countries work on a global geopolitical situation, and follow it with different ways of thinking and higher levels of confidence, creativity, and success, and it is worth noting here the soft power, which is one of the basic concepts in political science and political sociology, and its integration into international strategies and foreign policies, and this term is used It is currently widely used in international affairs by researchers, analysts and politicians.
It is the attractiveness of responsibility and its titles to remain a confirmed fact in various areas of human activity, as Roshen, which was launched in 2022, contributes to achieving the ambitious goal of Saudi Vision 2030 to raise the percentage of Saudi citizens owning their homes to 70% by 2030, and makes positive and innovative contributions to the real estate and infrastructure sectors. Infrastructure in the Kingdom, as it is one of the main projects of the Public Investment Fund, which focuses on improving the quality of life for all citizens.
The Saudi Sports for All Federation seeks to meet the desires of the various segments of society in the Kingdom to facilitate the practice of sports for all through a number of partnerships, as such partnerships between the government and private sectors contribute to achieving the sports goals that the Kingdom’s Vision 2030 seeks to achieve, for the Kingdom to be a global sports destination. In addition to encouraging sports and physical activities, towards building a sports and lively society.
Accordingly, Roshen signed a 3-year sponsorship agreement for the Jeddah Circuit, which is known as “the fastest street circuit for Formula 1,” as the inaugural race in 2021 was the largest sporting event in the Kingdom that attracted lights from around the world in the largest sporting demonstration..
As the world wonders how to best conjure up what drives huge positive soft power changes? What special discretion does it include to enhance the ability to influence without using military or economic force? How can everything around us flourish consciously and be stimulated towards a developmental path? The Kingdom makes it happen in a different way of thinking, and raises the degree of qualitative shifts to become interesting. The distinguished progress in global relations, fame, reputation and influence led by Crown Prince Mohammed bin Salman in this regard has laid its foundations until the Kingdom topped the Middle East countries in soft power.
Among the components of this power and its exceptional influence are the presence of the Two Holy Mosques on the territory of the Kingdom and the service of Muslims in the world, and economic and political stability and diversification of the sources of the economy in accordance with the Kingdom’s Vision 2030. Add to all these enormous components the petroleum wealth and membership of OPEC, and culture, development, education and sports, which reflect the ambitious vision.
Noting that the ambitious vision is a powerful driver of all this progress in global reports and strategic plans to achieve sustainable development in various fields, a vision that aims to highlight the religious status of the Kingdom as the land of the Two Holy Mosques, diversify the economy, increase investments, create job opportunities, and the importance of the Kingdom’s geographical location as a hub for trade and communication between continents, and it relies On the value of information and other sciences, the popularity and popularity of sports, music, and films, and a set of values such as democracy and human rights, and foreign policy such as aid, economic development, and spreading peace, as well as developing society and strengthening national identity and Islamic values.
Brand Finance issued its 2023 report on soft power, where Saudi Arabia ranked 19th out of 121 countries around the world. Through the tools that the Kingdom possesses, it has been able to influence many fields, and today Saudi Arabia is a leader in the most popular game in the world (football) after reaching the European leagues.
