Nation Branding Through a Mega-Event: A Case Study of Qatar 2022

Abstract

The purpose of this study was to investigate the nation branding process deployed by a host country organizing committee. Three research questions helped guide this study: (1) How does the organizing committee see the opportunity of hosting a sport-mega event (SME) as a nation branding tool? (2) What aspects of the FIFA World Cup (FWC) do people working with the organizing committee believe, create such nation branding opportunities? (3) How do event organizers leverage a nation branding legacy from the FWC? A single case study was built using 1,669 document pages, and nine semi-structured interviews and data were thematically analyzed. The study investigated relevant organizational documents and the event organizers’ perspectives to determine the nation branding processes. Results revealed the organization's approach to nation branding involved assessing their external image, creating a country narrative based on the population's characteristics and values, and depicting a unique identity by showcasing their cultural heritage to increase the attraction of the nation brand. Findings highlight that nation branding through the FWC requires the LOC’s strategic coordination through nation brand stakeholders, nation brand ambassadors, important organizations as well as the leadership of the nation in order to build brand equity.