Social and Cultural Impacts of Saudi Arabia Hosting the Italian Super Cup

Abstract

This dissertation explores the social and cultural impacts of Saudi Arabia hosting the Italian Super Cup, in alignment with the goals of Saudi Vision 2030. The study investigates how this international sports event influenced national pride, community cohesion, cultural exchange, and Saudi Arabia’s global image. A gap in the academic literature was identified concerning mid-sized sporting events in Gulf countries, making this research particularly relevant.

Using a quantitative approach, data were collected through a digital survey of 61 Saudi citizens who either attended or followed the event. The findings show that participants generally had positive perceptions of the Super Cup, especially in terms of promoting cultural understanding and enhancing national identity. Many respondents supported the idea of hosting similar events in the future, though some limitations were noted, particularly regarding local community involvement in the event’s planning.

Overall, the study concludes that mid-sized international sports events like the Italian Super Cup can serve as powerful tools for national branding, cultural diplomacy, and tourism development. Recommendations include improving community participation and conducting long-term evaluations to better align with Vision 2030’s strategic goals.