What Jordan's ambassador wants you to think about while watching Messi
Dina Kawar is hoping Jordan's first-ever World Cup will get Americans see beyond its security challenges.
Dina Kawar is hoping Jordan's first-ever World Cup will get Americans see beyond its security challenges. This report comes from Politico. The story
Read Full Story at Politico →Why This Matters
The outreach by Jordan’s ambassador reflects a strategic effort to reshape how the U.S. views the Middle East—not solely through the lens of geopolitical tensions or security narratives, but through shared cultural moments like global sporting events. By positioning Jordan’s first-ever World Cup participation as a bridge, the message underscores how soft power can complement traditional diplomacy in an era where global audiences increasingly engage with nations beyond headline conflicts.
Background Context
Jordan’s World Cup debut arrives amid a decade of economic strain and regional instability, including the fallout from the Syrian civil war and continued Palestinian-Israeli tensions, which often dominate Western media coverage of the country. The kingdom has also been a key U.S. ally in counterterrorism efforts, yet its broader societal and cultural identity remains underrepresented in American discourse. The ambassador’s focus on Messi’s spotlight highlights an opportunity to reframe Jordan’s global image.
What Happens Next
If the campaign gains traction, it could set a precedent for other Middle Eastern nations to leverage sports or entertainment diplomacy to counterbalance negative stereotypes in Western media. Observers will watch whether Jordan’s participation sparks broader curiosity about the country’s tourism, business opportunities, or even political reforms. The long-term impact may hinge on sustained coverage beyond the tournament’s initial excitement.
Bigger Picture
This outreach aligns with a growing trend where nations use mega-events—from the Olympics to FIFA World Cup—to recalibrate international perceptions, often targeting youthful, socially connected audiences. It also reflects a shift toward cultural diplomacy as a tool for nations with limited hard power influence, particularly in regions where security narratives have overshadowed softer forms of engagement.
