Jordan is making its first-ever appearance at a FIFA World Cup, and the country's ambassador to the United States sees it as an opportunity to introduce Americans to a nation often perceived through the lens of regional conflict. Dina Kawar, who has represented the Hashemite Kingdom in Washington since 2016, spoke with POLITICO ahead of Jordan's group stage matches, including a highly anticipated match against Lionel Messi's Argentina.
Kawar emphasized that she wants viewers to understand a different narrative about her country. "You see us through security, we see us through humans," Kawar said. The ambassador highlighted Jordan's investments in sports infrastructure, particularly women's soccer, and discussed how Amman hopes to use the tournament to promote tourism and business investment.
Jordan will need a victory against Algeria in its second group match to maintain any chance of advancing, following an opening loss to Austria. With Argentina waiting as the third opponent, Kawar acknowledged the challenge but pointed to the team's potential shown during Asia and Arab Cup competitions.
"The whole country is going to stop during the game," Kawar said. "It has ignited national pride." She explained that for the Jordan Football Federation, World Cup participation represents an opportunity to attract commercial sponsorships and elevate local sports infrastructure to professional standards.
What the Right Is Saying
Some analysts urge caution about viewing sports diplomacy as a substitute for addressing underlying issues. Critics argue that while rebranding efforts are understandable, they should not distract from examining human rights records, press freedom, or governance challenges in nations seeking to improve their international image.
"Soft power works best when it reflects genuine pluralism and openness," noted one commentator focused on U.S.-Middle East relations. "The question is whether sports investments represent real societal change or selective presentation for external audiences."
Others within conservative foreign policy circles view Jordan's World Cup participation primarily through a strategic lens, emphasizing the importance of maintaining Jordan as a stable partner in a volatile region given its peace treaty with Israel and role in regional security cooperation.
What the Left Is Saying
Progressive foreign policy analysts see Jordan's approach as a model for soft power diplomacy in the modern era. Supporters argue that cultural and sporting exchanges humanize nations often reduced to headlines about conflict, fostering mutual understanding across divides.
Human rights advocates note that Jordan has been relatively progressive among Middle Eastern nations regarding women's sports. The national women's team, established in 2005 under Prince Ali bin Hussein's leadership, has won the West Asia Championship and Arab Cup twice—positions the country as a potential leader in advancing gender equality through athletics across the region.
"Sports diplomacy can create spaces for dialogue that formal negotiations cannot," said one analyst who studies Middle Eastern public opinion. "When young people watch Jordan play, they're seeing Jordanians as competitors and neighbors, not abstractions."
What the Numbers Show
Jordan qualified for its first World Cup by finishing second in its Asian qualifying group behind Saudi Arabia. The team previously reached the AFC Asian Cup final in 2019, losing to Japan. Jordan's women's national team has been more internationally successful than the men's side, winning regional competitions consistently since 2010.
The 2026 World Cup features 48 teams, up from 32, with expanded participation providing opportunities for nations making their tournament debut. Jordan is one of several nations appearing in their first World Cup this cycle. The country has a population of approximately 11 million and maintains the longest-serving U.S. ambassador among Arab nations.
Jordan's tourism sector accounts for roughly 10 percent of GDP, with visitors to Petra, Wadi Rum, and the Dead Sea representing significant economic activity. Fan zones have been established in Dallas and Santa Clara, California—the latter near where Jordan plays its second group match.
The Bottom Line
Jordan's World Cup debut represents both a sporting milestone and a calculated public diplomacy effort. For Kawar and Jordanian officials, the tournament offers rare global attention that can shape perceptions beyond traditional media coverage of the Middle East.
The team faces significant challenges in advancing from a difficult group featuring Austria, Algeria, and Argentina with Lionel Messi. However, regardless of results on the field, Jordanian officials view participation itself as an achievement that justifies investment in sports infrastructure and international exposure.
Viewers watching Jordan's matches will see a deliberate effort to present cultural heritage, tourism opportunities, and a different image than typically appears in news coverage of the region—a strategy Kawar articulated clearly: "You see us through security, we see us through humans."