Ragab, Reda

doi:10.21608/jsb.2025.414751.1966

"The Effectiveness of Sports Investment in Shaping the Image of Arab Countries among the Egyptian and English Public" -A Field Study-

Document Type : Original Article

Author

reda ragab

Faculty of Mass Communication, Al-Azhar University, Department of Public Relations and Advertising

10.21608/jsb.2025.414751.1966

Abstract

The Effectiveness of Sports Investment in Shaping the Image of Arab Countries among the Egyptian and English Public" -A Field Study-

Abstract:
The study aimed to identify the effectiveness of Arab sports investment in shaping and improving the image of Arab countries (Saudi Arabia, Qatar, and the United Arab Emirates) at both regional and global levels. The study relied on the survey method by using the questionnaire tool applied to a deliberate sample of 370 individuals, including 250 from the Egyptian public and 120 from the English public, all of whom follow international sports events and activities.

The findings revealed that: the majority of the Egyptian public shows a high level of interest in following Arab sports investments, with the combined proportion of medium and high follow-up levels reaching (88.4%). In contrast, the English public demonstrated lower interest, with the combined proportion of medium and high follow-up levels recorded at (45%).
The results showed that Saudi investments received the highest level of follow-up among the Egyptian public, while Emirati investments were the most followed among the English public. Moreover, (64%) of the Egyptian public reported that these investments had positively influenced their perceptions of the Arab countries under study, compared to (41.7%) of the English public.

Keywords:
Arab Sports Investments – National Image – Egyptian Public – English Public.

Keywords