Sport diplomacy provides states a powerful tool by which to accrue legitimacy and soft power while also attracting desired trade relations, partners, and foreign direct investment. While such nation branding objectives may be about domestic agenda, policy, and solidarity, nation branding through sport is in equal measure a strategy to communicate to global publics and states, as well as transnational corporations. Though co-linked in scandal, the nation branding aims вЂ“ and now also reputational woes вЂ“ of South Africa and Qatar are quite distinct.ДЇor nations, hosting global sporting events like the World Cup seems to promise a medium for creating and communicating national identity. Department of Justice (DOJ) report details $150 million of FIFA corruption schemes that involve geographic regions and actors that span the globe, two particular nation states ВвЂ“ Qatar and South Africa вЂ“ particularly witnessed their sport and nation branding strategies quickly becoming mired in disaster. FIFAвЂ™s various marketing and advertising partners have endeavored to tow a line of safe distance from the very sport entity from which they so fiercely competed to purchase sponsor rights of affiliation.Д«ut the risk associated with branding is not just a corporate worry, it is also a concern shared by nations.

Department of JusticeвЂ™s 49-count indictment, including charges of corruption, money laundering, bribes, and kickbacks against members of the soccerвЂ™s global governing body FIFA, public relations teams have scrambled to save face.

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