Scenarios for strengthening the Iraqi football brand based on cross-cultural strategies

This study examines strategies for strengthening the Iraqi football brand through cross-cultural strategies. As a global language, football, in Iraq with its ethno-religious diversity and rich civilizational heritage, can reconstruct national identity and create a bridge to connect with the world. However, Iraq’s global image is affected by military conflicts and political instability and does not take advantage of cultural capacities for sports branding. Drawing on cross-cultural communication theories (such as Hofstede’s cultural dimensions and dialogue of civilizations) and branding models (Aaker’s brand identity and Kotler’s positioning), this study fills a gap in the literature, as no study has specifically addressed Iraqi football branding with a cross-cultural focus. Using a sequential exploratory mixed pragmatism approach, 45 scientific articles (2015-2023) were analyzed using a meta-synthesis method and 8 key strategies were extracted, which were transformed into operational scenarios using Galbraith’s (2002) model and localized using Cole’s (1995) cultural adaptation matrix. These scenarios include producing multilingual documentaries, regional friendly matches, leveraging the diaspora, and creating inclusive governance structures. These strategies are designed with Iraq’s financial, infrastructural, and social challenges in mind, and offer suggestions such as crowdsourcing and international collaborations. Limitations include the lack of long-term data and the focus on qualitative data. Future research could explore longitudinal and comparative studies. This model is extendable to other multicultural societies. The research suggests that by implementing these strategies, Iraqi football can transform from a symbol of domestic reconciliation to a global cultural ambassador.