This study examined how the promotion of Turkey through the individual brand power of football players is reflected in the media. Macro and micro discourse analysis conducted on 12 different news sites revealed that the news highlighted Turkey's image through various strategies at both the thematic and linguistic levels. The macro analysis examined headlines, news introductions, and schematic analyses. The micro analysis evaluated sentence structure, word choice, and rhetorical strategies. The analyses show that the news stories predominantly emphasized Turkey's economic, cultural, and tourist visibility through the individual brand power and popularity of foreign footballers. News introductions clearly emphasize that foreign footballers are influential figures in Turkey's international promotion through social media visibility, tourism events, and personal statements. In this regard, headlines and news introductions construct a discourse that positions footballers as the “new face of promotion” for Turkey and actively supports corporate partnerships. Micro-level analyses reveal that sentence structures, word choices, and rhetorical strategies give the news items both an informative and persuasive structure. The findings show that footballers are positioned as actors in promoting Turkey through economic and symbolic capital, that corporate partnerships are made visible in news texts, and that the link between international promotion and tourism is frequently emphasized.