From fields to feeds: emotional soft power and nation branding through GCC sports streaming

Introduction International sporting mega-events are an important medium of soft power projection, which enable Gulf Cooperation Council (GCC) countries to showcase their culture and modernization, as well as engage with international audiences through persuasion rather than coercion. However, the effectiveness of this strategy becomes complicated by the emergent and rapid digitalization of content consumption, raising questions about how engagement through global streaming platforms (e.g., YouTube, DAZN) can turn into observable soft power outcomes in the GCC context. To address this gap, this study conceptualizes and tests a comprehensive dual-pathway framework. This framework connects audience interactivity with sports content hosted in the GCC to subsequent attitudinal and behavioral outcomes, specifically by exploring the satisfaction paradox previously documented in mediated cultural experiences, and by distinguishing audience media engagement from host-country engagement as a downstream soft power outcome. Method A quantitative, cross-sectional survey research design ( N = 317) was adopted among non-GCC audiences who have been viewing sporting events from streaming services (e.g., ESPN+, DAZN). The study explored the effects of viewing frequency, platform, perceived interactivity, and cultural proximity on engagement and the soft power in its early stages of development (familiarity, appreciation, engagement, and behavioral intention). Results The results showed that engagement is strongly influenced by how often people watch and whether they are focused on specialized sports content (e.g., ESPN+, DAZN), driving more engagement than other entertainment platforms. Discussion The findings indicate that international sports streaming consumption can act as an emerging site of soft power diffusion for GCC nations. The interplay between viewing frequency, interactivity, and cultural proximity highlights how mediated sports experiences through digital platforms foster audience engagement, forming the foundation for familiarity, appreciation, and positive behavioral intentions toward the host region.