The flag on the jersey - opinion

Nations are increasingly treating their names as strategic assets, leveraging sports to project a positive global image and counter criticism. Israel's cycling team, formerly Israel-Premier Tech, was forced to rebrand as NSN Cycling Team after facing protests, removing all national identifiers. This contrasts with teams like UAE Team Emirates and Bahrain Victorious, whose national identities and government backing are prominently displayed on jerseys and in sponsorships.

Qatar offers a prime example, using the 2022 World Cup to achieve global familiarity. Its national airline sponsors top European clubs, and Qatar Sports Investments owns Paris Saint-Germain, turning matches into acts of national branding. Similarly, the Emirates has utilized its airline to sponsor major clubs like Real Madrid and Arsenal, while Abu Dhabi's Etihad Airways has a significant presence with Manchester City. Bahrain has taken ownership stakes in entities like McLaren's parent group, further integrating its national brand with Formula One.

These investments are not mere spending but a deliberate strategy to build visibility and partnerships, making it harder for criticism over human rights or governance to gain traction amidst the noise of sporting success. Saudi Arabia's acquisition of Newcastle United and its hosting of the 2034 World Cup follow the same playbook. Turkey has also employed a quieter strategy with Turkish Airlines sponsoring the Euroleague and past shirt sponsorships with major football clubs.