This thesis investigates how the portrayal of Qatar in Swedish daily newspapers has evolvedover time, with a focus on theories of sportswashing, sports diplomacy, and soft power. Byanalyzing media content from various periods, the study aims to uncover patterns and shifts inthe narrative surrounding Qatar, particularly in the context of its efforts to host major sportingevents such as the FIFA World Cup 2022. The research employs a quantitative analysiscomplemented by a qualitative content analysis method to examine the extent to whichQatar's image has been influenced by its investment in sports as a tool for enhancing politicalinfluence and international reputation. Through this dual analytical approach, the study notonly quantifies changes in media coverage but also provides a deeper understanding of thequalitative aspects of these portrayals. The findings offer comprehensive insights into theeffectiveness of Qatar's strategies and their impact on the country's soft power, shedding lighton how successful Qatar has been in leveraging sports to reshape its global image anddiplomatic standing.