Soccer, Formula One, Handball… In recent years, Qatar has invested heavily in sports. These initiatives constitute the country’s soft power, a sort of sports diplomacy. Geographically limited and mired in diplomatic conflict with its neighbours, Qatar has turned sports into politics to increase its standing worldwide.
Following the Iraqi invasion of Kuwait in 1990, Qatar felt the need to assert itself on the international scene to face foreign threats. Made into a policy, “Putting on the map!” was an initiative launched and supported by Sheikh Hamad bin Khalifa Al Thani in 2004, to expand Qatar’s influence globally.
Qatar asserts itself as a major sports hub (AFP)
“Sports are the beating heart of Qatar’s foreign policy”, explains Gulf sports specialist Raphaël Le Magoariec to Ici Beyrouth. He adds that Qatar is committed to increasing its influence and diversifying its relations globally through relentless investment in sports.
The following years were fruitful, with numerous investments made in the fields of tourism, culture, education, and sports. Qatar has gone from being an unknown state to becoming an international standard in its own right.
Qatar is the second largest liquefied natural gas exporter in the world after Australia, although it has been dependent on hydrocarbons for decades. It plans, however, to diversify its economy with the expected decrease in world consumption due to energy transition. This initiative is part of “Vision 2030”, which began in 2018, with sports at its core.
Hosting many sports events
TSports are largely dominated by the West, both institutionally and in terms of competitions and broadcasting. Therefore, Qatar will play a smart game of influence and use its solid economy as a tool to penetrate the market. It will host major sports events, including tennis, athletics, and motorsports. Qatar has set a new standard by hosting a number of important events in the region, such as the 2015 men handball world championship, the 2019 world athletics championships, and the Qatar Grand Prix (since 2021)
An Arab country hosts the World Cup, a first (AFP)
Qatar has a reputation for horseback riding, boasting some of the most prestigious stud farms, and has been the host of major events, such as the Longines Global Champions Tour Doha and the Qatar International Show Jumping Championships. Since 2013, the country has been home to around 70 sports events, 25 of which have global significance. As far as soccer is concerned, Qatar has hosted tournaments such as the 1995 FIFA U-20 World Cup and the FIFA Arab Cup 2021. The 2023 AFC Asian Cup is expected to take place there, too.
Most importantly, however, Qatar was selected in 2010 to be the host of the 2022 FIFA World Cup. Although controversial, the decision placed Qatar at the forefront. Indeed, the World Cup was never held in an Arab country before, let alone a small one. Far from being Qatar’s only ambition, this event could be the sign of bigger things to come, like the Olympic Games. Qatar has already applied to host them in 2016 and 2020. Despite being rejected, hosting the event in the future remains a possibility. On the other hand, European environmental concerns could hinder Qatar’s candidature, mainly due to its hot climate.
Infrastructure development
Beyond hosting regional and international competitions, Qatar has developed its own sports infrastructure. In 2005, the Prince of Qatar inaugurated the Aspire Zone sports complex to form a new generation of Qatari athletes and develop sports research. The strategy was successful, as it allowed the country to shine in numerous international competitions, including the most recent FIFA Arab Cup, and obtain three medals at the Tokyo Olympics. Additionally, Qatar is an internationally recognized reference for sports research.
Hosting the World Cup meant boosting infrastructure development: a jaw-dropping 220 billion dollars were spent to that end, highlighting the might of Qatar’s foreign policy. Raphaël Le Magoariec confirms that “Qatar aims to build its strength through a colossal budget which might seem ridiculous to many, but serves to further the country’s development”. He adds: “Such investments would have been made with or without the World Cup”.
PSG president Nasser Al-Khelaifi aims to turn his club into a powerhouse of European and international football (AFP)
The country will invest in state-of-the-art facilities, such as the Lusail Stadium and Khalifa International Stadium. The short distance between the venues will allow World Cup fans to watch several games in one day. The stadiums in question are a feat of architectural innovation, promote sustainability, and can be easily removed. Seats will be donated to African countries to help develop sports there.
Qatar has always sought to increase its influence in sports and grow its relations with other countries; Qatar Sport Investments buying PSG in 2011 is the perfect example. The country has also bought KAS Eupen, a Belgian football club on the lookout for talents to recruit and form. From a media standpoint, Qatar boasts sports media giant BeIN Sports, one of the world’s leading sports broadcasting company. Last but not least, the Qatar Airways logo was used to sponsor FC Barcelona and adorn its players’ jersey until 2016. Through such investments, Qatar became a major player in world sports.