This paper explores the impact of sport mega-events held in KSA on the nation branding elements, with a specific focus on understanding how these events contribute to shaping and enhancing a nation’s image, reputation, and perception on a global scale. This project contributes to the field of strategic sports communication and the body of knowledge around nation branding. Simultaneously, this research carries potential practical implications for policy and strategy development at a governmental level. The research employed a qualitative methodological approach, specifically utilizing semi-structured expert interviews with communication experts at several Saudi Arabian government entities. Sport was incorporated as an additional element to Anholt’s Competitive Identity framework. Another important finding is that sport is the most influential factor on nation branding. Finally, hosting sport mega-events in KSA has a high impact on culture, tourism, and policy, moderate impact on investments and people, and minor impact on brands.