Wright, RichardDickson, GeoffWalters, SimonAli, Hafsa Tariq2025-07-142025-07-142024http://hdl.handle.net/10292/19537The wider context of this thesis was established by the 2009 terrorist attack on the Sri Lankan cricket team in Lahore, Pakistan. The attack caused a decade-long boycott by international sports teams, due to safety concerns. The three studies in this thesis aim to: 1) provide a comprehensive review of the sport, soft power and sportswashing literature; 2) critically examine the design, development, delivery and evaluation of Pakistan’s National Sport Policy; and 3) explore how Pakistan’s involvement in the Global War on Terrorism (GWOT) negatively affected sport in Pakistan. The research employs an intrinsic qualitative case study approach with embedded cases (Studies 1, 2 and 3), underpinned by the philosophical assumption of social constructivism. Data were collected through document analysis and 12 semi-structured interviews with policymakers and the heads of sport organisations in Pakistan, including the Pakistan Sports Board (PSB), Pakistan Olympic Association (POA), Pakistan Hockey Federation (PHF), Pakistan Cricket Board (PCB) and Pakistan Football Federation (PFF), as well as the Ministry of Interprovincial Coordination (MIPC). Thematic analysis was used to analyse the data for Study 2 and Study 3, while the data analysis for the integrated literature review (Study 1) followed the five stages outlined by Whittemore and Knafl (2005). Pakistan’s inability to host international fixtures thwarted the nation’s potential to acquire soft power via hosting major sport events. Study 1 provides a comprehensive analysis of the literature on soft power literature and sport from 2008 to 2021, highlighting gaps in the frameworks, as well as the foci and findings of the existing literature. The aim of this review was to gain insights into sport-related soft power and form a foundation for its potential impact on Pakistan’s global perception through hosting sports events. The review concludes with the recommendation that future research be broadened to explore sport-related soft power beyond the developed world and consider also how developing states are using soft power in their sport policies. This study contributes to the literature by being the first integrative literature review on the linkages and leveraging opportunities attached to sport-related soft power. Study 2 critically examines Pakistan’s National Sport Policy, focusing on its design, development, delivery and evaluation. The study highlights the challenges faced by sport organisations in a politically unstable developing nation and the impact of Pakistan’s 2011 18th Constitutional Amendment. The study concludes that Pakistan’s utilisation of sports for socioeconomic development and soft power projection has been hindered due to inadequate investment and inequitable distribution of funds. Study 3 explores the extent to which Pakistan’s sport has paid the price of the country’s active participation in the Global War on Terrorism (GWOT), including the international boycotts of tours to Pakistan following the 2009 terrorist attack. It highlights the disruption to sporting activities in Pakistan, particularly cricket, and the subsequent inability of sporting bodies to profit from the soft power generated through hosting major sports events. This thesis offers valuable insights into how nations like Pakistan can enhance their standing in the international arena through sport. The findings indicate that the Pakistan sport system and Pakistan as a nation have developed resilience to cope with the challenges of negative international perceptions, sporting isolation and disconnect. The findings also suggest that sport-related soft power has played a prominent role in ending Pakistan’s sporting isolation. Despite the challenges posed by the Pakistan Government’s ineffective National Sport Policy and political interference in sports, the sporting bodies in Pakistan have been working hard to overcome the country’s isolation and rejuvenate both domestic and international sporting activities. The research highlights the potential of sport as a strategic soft power resource for Pakistan. To effectively leverage sport-related soft power internationally, the country must develop targeted policies that strengthen its sport system and create a distinctive framework for image projection. Because soft power is a socially constructed, intangible, relational and subjective concept, it is imperative for Pakistan to establish its own framework for sport-related soft power. The research, while acknowledging methodological and practical limitations, uses a constructivist approach to provide a nuanced understanding of the relationship between sport and international relations. The case study approach, despite criticism for undefined standards, offers flexibility and enables “naturalistic generalisation” that enhances analytical depth. To mitigate researcher bias, the research team, including experienced qualitative researchers from outside Pakistan, held regular discussions. Data collection was significantly affected by COVID-19 restrictions, requiring online interviews which resulted in technological challenges for Pakistani sports organisation leaders. Additional constraints included the inability to secure follow-up interviews, a lack of response from Western cricket boards and Pakistani diplomatic missions, and geographical limitations restricting data collection to Pakistan only. Future studies should include more stakeholders and be conducted with nations facing similar security challenges. More comprehensive long-term case studies are needed across various sporting events, examining impacts of global disruptions like pandemics and conflicts. The research also calls for interdisciplinary collaboration beyond high-profile events and questions if mega-events are the only path to sport-related soft power. It emphasises investigating multiple soft power channels (cultural, political and sporting) to improve international perceptions of countries like Pakistan, including renegotiating travel advisories. Future studies could also explore how sport policy influences women’s participation in sports and identify strategies for improvement. Such studies could illuminate the use of women’s sports as a tool for diplomacy and a resource of soft power in enhancing Pakistan’s international image.enThesisOpenAccess