ANALISIS NATION BRANDING ARAB SAUDI MELALUI SEPAK BOLA PADA TAHUN 2021 - 2024

The purpose of this thesis to determine Saudi Arabia's strategy for carrying out nation branding through football in 2021-2024. Using a qualitative descriptive writing method, this thesis explain Saudi Arabia's strategy for carrying out nation branding through football. Researchers collect data from various book references, theses, journals, articles, online news that are accurate and relevant. In this thesis, the author uses Simon Anholt's concept of nation branding to explain the phenomenon being analyzed. The results of this research show that Saudi Arabia's nation branding strategy through football is carried out in various fields, namely tourism, brand exports, government policy, investment and migration, cultural heritage, society. Saudi Arabia's nation branding strategy through football between 2021-2024 has succeeded in strengthening the country's image as a sports tourism destination, business partner and major player in the world of football.

Keyword: Saudi Arabia, Nation Branding, Football