Qatar 2022: FIFA’s Adjustments for the First (Men’s) World Cup in an Arab and Muslim Nation

Abstract

The FIFA World Cup in Qatar 2022 presented challenges and opportunities to both the host nation and FIFA, given the specific cultural and social context of hosting this mega-event in the Middle East, in an Arab and Muslim country, for the first time. Given the increasing awareness of the potentially significant brand-related impacts that hosting sports mega-events can have for a country, the case puts the reader in the Secretary-General of the Organizing Committee's role. He is challenged with different pressures from various event stakeholders such as FIFA, the sponsors, football tourists, and the local residents, specifically in relation to decisions regarding Budweiser, a World Cup sponsor, and the sale of alcohol on the eve of the tournament. With the heightened negative media coverage, especially in the West, this case explores how this decision would affect Qatar’s national branding strategy and its implications for future sports mega-events.