Utilizing Mega Events to Communicate Culture and Correct Misconceptions About Country and Religion: A Lesson from Qatar

Abstract

This case sheds light on an experience of a Brazilian couple who came from Brazil to Qatar to attend the opening ceremony and some of the FIFA World Cup Qatar 2022 matches. Media and social media were full of negative news about Arab world, Qatar, Arabs, and Muslims. In addition, FIFA World Cup Qatar 2022 was subject to vilification like no other FIFA World cup host before. Even though, they were initially hesitant about traveling to Qatar, they decided to explore this part of the world and spend a week in Qatar driven by their love of football. The case tells the experience and adventure of the couples in Qatar and how they realized how wrong their perceptions of Arabs and Muslims, in general, and Qatar, in specific, had been and how their perceptions gradually changed from negative to positive. Pedro and Ana understood the importance of not relying solely on portrayals of other countries in the media and instead actively engaging with people from diverse backgrounds to form their own opinions. They became advocates for cultural exchange and understanding within their community, sharing their experiences in Qatar with friends, family, and neighbors. The case shows different initiatives and strategies taken by the Qatari government to deliver an unforgettable experience for visitors, fans, and players while also displaying the country's hospitality and culture. Primary data was collected via an in-depth interviews with the Brazilian couple. Furthermore, evidence about general shift of perceptions from negative to positive has also been drawn from Twitter focusing on high engagement and impression tweets before, during, and after the FIFA World Cup 2022.