Tariq Alshikhy
- talshikhy at bournemouth dot ac dot uk
- PGR
Biography
Tariq is a postgraduate researcher at Bournemouth University, specialising in the application of soft power in sporting mega-events to enhance the global reputation and cultural visibility of the host country: A case study focused on Saudi Arabia. Its expertise lies in investigating how soft power influences the strategic and economic outcomes of Mega Events, with a particular emphasis on sports mega events, soft power dynamics, nation branding, cultural visibility and the intersection of sports, politics, and economics.
Currently, Tariq is undertaking a PhD that investigates the application of soft power in sporting mega-events, aiming to develop insights into how the host nation of such events can leverage influence to enhance global reputation and cultural visibility. Its research advances knowledge in sports governance, international relations, and economic strategy within large-scale sporting events. Their ongoing research explores how nations and organisations use soft power to shape perceptions, policies, and commercial success in the sports industry.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person's work contributes towards the following SDGs:
Sustainable cities and communities
"Make cities and human settlements inclusive, safe, resilient and sustainable"
Partnership for the Goals
"Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development"
Journal Articles
- Alshikhy, T., O’Sullivan, H., Polkinghorne, M., Gennings, E., 2025. The Role and Impact of Sporting Mega-Events in the Context of Soft Power. Encyclopedia, 5 (1).
Conferences
- Alshikhy, T., O'Sullivan, H., Polkinghorne, M., Gennings, E., 2025. Developing a Framework for Enhancing Organisational Performance through Soft Power Strategies. In: 51st EBES Conference 11/04/2025 Rome.
Posters
- Alshikhy, T., 2024. An investigation into the role of soft power applied to sporting mega-events to optimise organisational performance and income generation. In: Annual Postgraduate Research Conference, University of Bournemouth.
Qualifications
- MSc in International Event Management (University of Brighton, 2019)