FIFA World Cup Qatar 2022 as International Communications on Forums International Economy and Geopolitical Strategy

The World Cup 2022 has given Qatar an opportunity to open the door of communication between Qatar and the rest of the world. Qatar can use a competitive brand to show the world the uniqueness of its economy, its culture, tourist destinations, investment opportunities and the friendliness of its people. 

The Secretary General of Qatar 2022 Delivery & Legacy Committee, Hassan Al Thawadi, explained that Qatar is confident that the 2022 World Cup will leave a significant change in the social, human, economic and environmental sectors to be and remember it as an important moment in history. of Qatar. 

The process of international sports events as a tool of diplomacy continues. As a tool of diplomacy, sports are used to achieve political goals outside of sports, starting with efforts to demonstrate stability, political progress to achieve economic benefits. According to Joseph S. Nye, the method of sports diplomacy or diplomacy through sports media is a type of soft power strategy of the state, including football. This can be seen in the organization of the FIFA World Cup in Qatar.

Football in the name of anything can appear in the political arena. In some cases, football has become a good example of international relations, conflicts between countries and national aspirations. For example, the newly independent countries immediately want to get the right by applying the requirements to be a member of FIFA, which is more than the United Nations (United Nations). 

According to the latest FIFA Congress report of 25 May 2012, South Sudan became the 209th member (FIFA.com). This shows that football has accepted all countries in the world, regardless of the power of the state, both in terms of economy, politics, social relations and culture, and every country wants to get support international and international sports competitions.

Sometimes, football is used as a tool for political campaigns, rallies and propaganda. If we look at the history of the World Cup since it was held in 1930 in Uruguay, Brazil is the most successful team in this tournament with a total of five titles. Also, Brazil is a country that regularly appears in all world cup competitions. 

FIFA stands for Fédération International de Football Association or Fédération International de Football is an international governing body of football based in Zurich, Switzerland and established on May 21, 1904 in Paris, France. FIFA was founded by representatives of Belgium, Denmark, France, the Netherlands, Spain, Sweden and Switzerland. 

The idea of creating an international football federation started in Europe, because at that time England already had its first football association in 1863. At that time, the submission of the proposal for the creation of FIFA was delayed due to fear view of the idea of the association of England , Scotland, Wales and Ireland with the idea of creating a parent association for this international football. However, because they did not want to wait, the secretary of the French Football Association (USFSA) contacted the European Football Association in writing to consider the possibility of creating a broad umbrella. 

When he received information that the English Football Association, led by its chairman at the time, Lord Kinnaird, did not want to participate in the creation of an international football team, the secretary of the French national team took the opportunity to send an invitation to those meetings. which agreed to create an international team in football. And finally began the process of creating FIFA.

FIFA calls on its members to uphold the FIFA principles. This means that this FIFA law does not directly affect the members because this law is only a guideline, but the result of compliance with the organizational rules will still receive FIFA's approval so as not to contradict the basic principles of the FIFA rules. It can be concluded that the FIFA regulations are a type of multilateral agreement and that in the process of becoming a PSSI regulation, the main national law applies.

FIFA members

With 280 teams currently affiliated with FIFA, the world governing body is known as 'ONE Football'. Between 1975 and 2002 alone, more than 60 associations were accepted as members. FIFA supports these teams financially and materially through various programs and gives them many attractive rights and privileges. But they also have responsibilities. 

As representatives of FIFA and their country, they must respect the rules, objectives and ideas of the football organization that controls, promotes and controls the game. Each member has one vote in Congress and representatives. Only members present are entitled to vote. Voting by proxy or by mail is not permitted. Delegates must come from the group they represent and be elected by the appropriate group. FIFA ranking of organizations.

Hand in hand

FIFA's work system has expanded significantly in recent years, requiring an increase in organization and various services. Fortunately, professional help is always available from the Confederations, who support FIFA well in tasks such as the organization of competitions. The confederation is the umbrella of national football associations in all continents, AFC in Asia, CAF in Africa, Confederation of Football (CONCACAF)

FIFA Congress

Congress is the highest body of the legislature. FIFA Congress is the most important body of the governing body of international football, usually meeting every two years. But since 1998, the World Congress of Football Families has been held every year in a special session. The introduction of annual meetings allows football parliamentarians to influence decisions and an increasing number of issues. Congress makes decisions about FIFA regulations and how they are implemented and enforced. It also prepares the annual report, decides to admit new national organizations and organizes elections, especially for the President of FIFA. In the spirit of true democracy, every team gets one vote, regardless of size or football power.

FIFA Executive Committee

The executive Committee is the governing body. The Executive Committee is chaired by the Congress, elected in the year following the FIFA World Cup. eight vice-presidents and 15 members, of members and elected members. Meets at least twice a year, and every four years for each member, and tasks include deciding the date, location and format of the competition. A voice, an agent, an observer Each member has one vote in Congress and is represented by its representatives. Only members present have the right to vote. Voting by proxy or by mail is not permitted. Delegates shall be elected from among their members representing the appropriate parties. Confederate delegates may attend Congress as observers. During their work, the members of the Executive Committee cannot be elected as representatives of their Association. The President shall conduct the business of Congress in accordance with the standing orders of Congress. FIFA explains that the World Cup is not only the biggest sporting event in the world, but also the main source of income. FIFA operates on a four-year cycle and the majority (about 95%) of the company's income comes from television sales, marketing, hospitality and license fees related to the FIFA World Cup (inews.id, 2022 )

Football fans may not know much about FIFA's main asset as the World Football Federation. Founded in 1904, FIFA is the organization that organizes, oversees, organizes and promotes football at the international level. Football itself is the most popular sport compared to any sport in the world. Played in 200 countries, football truly has fans all over the world. So where does FIFA's wealth come from? The reason is that FIFA is the world governing body for football. In fact, FIFA continues to reform or reshape soccer around the world in various areas. Therefore, FIFA needs a lot of money to organize and update world football. FIFA operates on a four-year cycle and the majority (about 95%) of the company's revenue comes from television sales, marketing, hospitality and license fees related to the FIFA World Cup™.  FIFA records profits in the four years leading up to the World Cup. For example, in the period 2015-2018. During this period, FIFA recorded more than $6.4 billion. Most of these funds come from licensing agreements, other sources of income include brand licensing and investment funds.  As a non-profit organization, FIFA also invests heavily in the development of football. Here are the sources of FIFA wealth and how to earn money.

4 Sources of FIFA's wealth

1. Media rights

According to Investopedia, FIFA earned more than $4.6 billion from the 2018 World Cup. Of this amount, 49% (about USD 3.13 billion) came from television rights. FIFA sells licensing rights to television companies and broadcasters, allowing them to broadcast football matches and related events in certain territories. Because soccer is so popular around the world, competition among broadcasters for licensing rights can be intense.

2. Marketing Authorization

The second largest source of income for FIFA is the sale of marketing rights, which amounted to USD 1.66 billion in the four-year period leading up to the 2022 World Cup. 'cycle time. which involved high-profile corruption scandals and implicated many of FIFA's top officials.

3. Copyright

FIFA released USD 600 million in licensing fees for the 2015-2018 cycle. This amount is 114% higher than the previous cycle. These revenues come from the sale of brand license agreements, royalty payments and other similar sources.

4. Fees and ticket sales

The last major part of FIFA's financial system is that of hospitality and accommodation rights, as well as ticket sales. In particular, the income from the ticket rights is held 100% by the direct aid of FIFA.

From 2015 to 2018, FIFA reported receiving $712 million from hospitality rights and ticket sales. More than 10 million tickets have been requested for the 2018 FIFA World Cup in Russia. This is the source of FIFA wealth that football fans must know. Despite their revenue exceeding $6.4 billion during the 2015-2018 period, FIFA recorded expenses of $5.36 billion during this period. In addition to program performance, these expenses are used for development and academic services, administration and management, and world football governance which includes legal fees, information technology and construction. (inews.id, 2022)

Several controversies have marred the holding of the 2022 World Cup in Qatar. Starting with allegations of corruption in Qatar's elections as a supporter of human rights abuses. In fact, former FIFA president Sepp Blatter admitted that he made a mistake in making Qatar the host of the World Cup. Becoming an international class event organizer is the dream of almost every country in the world. At least participating as a participant is to induce euphoria in itself. The selection of Qatar as the host of the World Cup was made at the FIFA executive committee meeting in 2010. During the meeting, the FIFA executive committee named Russia as the host of the 2018 World Cup and Qatar as the host of the 2022 World Cup.

Different strategies to get the world cup are good, comfortable and luxurious. Qatar continues to work on the development of the country and the construction of football stadiums. One of them is the stadium in the town of Lusail, north of Doha. Before the stadium, the city of Lusail was a sleepy and empty town.

From the economy of Qatar, Lusail has a budget of 45 billion US dollars, or about 675 billion dollars. The city quickly became a bustling city, a walkable city and a destination for footballers during the World Cup. FIFA's requirements that countries selected to host the World Cup must meet include: first, security, which specifically includes political stability and legal certainty, second, having ready infrastructure based on standard equipment, in terms of safety and comfort. access to the stadium must meet international standards. The third, related to human rights (HAM), will defend the human rights of each individual. Initially, the United States was the favorite to host the 2022 World Cup. However, pressure from foreign countries led to FIFA eventually selecting Qatar to host the 2022 World Cup.

Also, allegations of corruption in the selection of Qatar for the World Cup also came to light when The Guardian published a report on allegations of corruption to FIFA officials to select Qatar as hosts. One of the most prominent figures in the scandal is Mohammed bin Hammam, the former president of the Asian Football Confederation (AFC). In the book The Ugly Game: The Qatari Plot to Buy the World Cup, written by Heidi Blake and Jonathan Calvert, shows that there are accusations of bribery by Hammam to the leaders of 30 football associations in Africa. In addition, Hammam is suspected of bribing FIFA Vice President Jack Warner. (Nurhadi, 2022)

Qatar's victory as World Cup hosts cannot be separated from the work of the Emir of Qatar since he assumed office. Qatar positions itself as an investment nation, with Qatari giants investing in a variety of ventures such as French football club Paris Saint-Germain, hotels and resorts in the Italian island of Sardinia, which is owned by the Volkswagen automaker and the UK owned by Barclays Bank. Various efforts have been made by the Arab country to improve its image and reputation internationally after it was reported that it paid bribes to FIFA. One of Qatar's political initiatives is to invest heavily in major football clubs through the national foundation, the Qatar Foundation (QF). Apart from this, Qatar operates a political system that consists of the government, the media, and businesses that are involved in convincing the public that Qatar is a country with good political stability, while the -allows and respects human rights. (Ananda, 2022)

 

The 2022 World Cup event ended with acclaim after receiving much criticism. This cannot be separated from the interesting and positive aspects of the world's largest football tournament, which was held for the first time in the Arabian Peninsula. In fact, FIFA President Gianni Infantino did not have any time to praise Qatar as the best World Cup hosts in history. The World Cup has been a great success in all areas of Gianni Infantino, following the meeting with FIFA officials in Doha on Friday, December 16, 2022. The main ground is the fans, behavior , good atmosphere and things success and bringing people together. Fans can get to know the Arab world better, it is very important for all our future (Al-Jazeera, 2022). 

Infantino said that during the 2022 World Cup, Qatar helped FIFA raise more than US $ 1 billion. The number mentioned is higher than expected for the competition held every four years. FIFA earned $7.5 billion during the World Cup series from 2018 to 2022. In addition, the number of viewers watching the Qatar 2022 World Cup has exceeded the previous number, which has reached 3.27 million people so far. (Sephtiari, 2022)

As a supporter of Qatar's economic development

Qatar is the first country in the Middle East to host the World Cup. The World Cup this season is different from the first one as it was held at the end of the year. It is estimated that more than five billion people will watch the tournament, with more than one million people coming directly to Qatar. The main objective of Qatar to host as a host is to improve the economy and mass media around the world. Both of these things have a positive effect on Qatar. Economic enhancements such as hotel leases, travel facilities, merchandise, media rights, ticket sales and more can be obtained. Meanwhile, in terms of publication, this World Cup event can showcase Qatar to the world so as to open business and investment opportunities in Qatar. According to Front Office sports magazine, hosting the 2022 World Cup in Qatar will cost $220 billion. This value is 3,400 trillion, assuming that US$1 is equal to 15,000 rupees. Qatar has prepared large sums of money for the construction of many factories. These facilities range from hotels, airports and stadiums for the 2022 World Cup. This large-scale construction is not only for the 2022 World Cup but also for long-term tourism projects. A large number of migrant workers accelerate economic change. Achieving high economic growth is no longer possible. In the middle of this year, Qatar's economic growth strengthened again to 4.3%. This increase represents nearly three times the economic growth of the previous year. Even higher than in 2020 which resulted in 3.6% due to epidemics.

According to a report from Aljazeera, the international football organization FIFA recently reported that the World Cup in Qatar brought in $7.5 billion, or about $117.75 billion. rupees. Qatar Energy joins as the first sponsor, with three new tier-one sponsors including Qatar Bank QNB and telecommunications company Ooredoo. FIFA added this year's second sponsorship offering from financial platform crypto.com and blockchain provider Algorand, Qatar's first US sponsor in more than a decade. According to detikcom records, according to the analysis of PwC (an international research firm), economically, this sector promises a growth of 8.7% in the next three to five years. On the other hand, as Khristo Ayad as a consultant at InStrat (a research and consulting firm in Doha) said that high-level competition will be an important step in the diversification of the country the body continues in the modern economy. The fans' enthusiasm for the tournament will increase Doha's revenue, which is expected to reach IDR 59 trillion by the end of this year. The high cost comes from the shopping fees incurred by tourists in the Middle East. Hospitality, food, beverages, merchandise and clothing are sectors expected to attract football fans and tourists during the World Cup from November to December. Qatar is expected to collect 85% of the revenue. The rest will be shared with the two main sponsoring countries, namely the United Arab Emirates (UAE) and Dubai. Saudi Arabia, Oman and Kuwait will receive the World Cup blessing.

Digital channels will also play an important role in increasing tourist spending to 60% of total revenue. Interestingly, despite the high cost, Qatar does not qualify for government funding from FIFA. Therefore, it is likely that Qatar will lose out financially. From the tourism sector, the arrival of these spectators will bring blessings to Qatar. Qatar has experienced the impact of the Covid-19 pandemic on the tourism sector. Restrictions on public movement have caused the number of tourists to Qatar to drop significantly. The World Bank records show that there are only 582,000 visits left to Qatar in 2020. In fact, the average number of tourists in Qatar in previous years has reached more than 2 million people, which has led to a decrease in Qatar's income from in the tourism sector. The Qatar Tourism Authority said that until the first half of 2022, 725,000 tourists came to the Middle East country. With the World Cup, the increase should double. (kompasiana, 2022)

As a form of diplomacy in the world of international relations

The next lesson deals with negative aspects. Specifically about the football diplomacy between Japan and Germany. In the process of public diplomacy, in theory, football diplomacy can be understood as a diplomatic action that can be done by states and non-actors using football as a medium to it is a tool. For a government, football can be used as a tool to demonstrate its superiority or improve its image vis-à-vis other countries. Apart from the government as a representative of state actors, the existence of non-state actors including players and sponsors also play an important role that can affect the nature of the country.

As part of the Germany-Japan match, the Japanese players demonstrated how footballers should behave while participating in the World Cup. As the parent responsible for organizing the World Cup in Qatar, FIFA has been committed from the start to following the rules set by the Qatari government. One of them is the banning of LGBTQ symbols in the public sphere. The Japanese team, as one of the participants in the FIFA World Cup, has not shown any movement against this law from the beginning. Instead of dealing with the politics of the Qatari government, the Japanese players chose to focus on the football they were playing. Meanwhile, unlike in Japan, Germany's national team players since before the tournament have often challenged the Qatari government's LGBTQ ban. Most notably, during the team photo session at the start of the match against Japan, all the German players protested. Many saw the move as a form of protest by German players against the ban including including a rainbow symbol followed by the words "one love" on the armband that will be used by Manuel Neuer. In fact, for the Qatari government, the existence of the Rainbow symbol on the arms of the captain of the players is a form of LGBTQ campaign in the public sphere. Apart from German players, German players also protested against the Qatari government's policy. This can be seen from the fact that one of the German fans is filming with a rainbow symbol and the words "one love" in his support. Ironically, the film's sponsor is Nancy Faeser, who is currently Germany's interior minister.

Also, Japanese fans showed the opposite. Instead of doing the same to the German fans, the Japanese fans chose to pick up the trash that was littered in the stadium of the Germany-Japan match. The actions of the German and Japanese players and supporters during and after the match sparked conflicting public opinion. This can damage the image of both countries. If you look at the behavior of German players and supporters, it is not wrong to think that Germany is a proud nation. German pride is not only seen in the actions of Antonio Rudiger, but also in the determination of their players and supporters to protest against the rules set by the Qatari government. Apart from being arrogant, Germany's behavior also shows that this country does not respect Qatar's sovereignty at all. Various protest efforts to get the Qatari government to change the law banning LGBTQ symbols are nothing more than a test of colonialism. Basically, it can be said that Germany forced Qatar to implement the law according to Germany's demands. In terms of sovereignty, it is not right for a country to force other countries to change the rules related to its territory. Germany should know that while in Qatar it is legal to obey the laws of Qatar. Meanwhile, if you look at the behavior of Japanese players and supporters, it is not an exaggeration to call Japan a more developed country than Germany. After the match, many netizens praised Japan. Although Germany should receive a lot of criticism. In the end, Japan's victory over Germany was not just a football victory. And successful in the practice of football diplomacy. (Pradana, 2022)

The merits of Qatar as the hosts of the 2022 World Cup is a topic that is still being discussed. This game is the most awaited for football fans all over the world, all the spectators from different countries come to watch this game. This certainly brings benefits and has a great impact on the economy of the country. However, the international football tournament held in the Middle East is said to be the most expensive World Cup. The Qatari government has approved funding for the 2022 World Cup. Starting with spending IDR 15.4 trillion to build seven new stadiums and renovate old ones. In addition, hundreds of billions of rupees have been allocated to improve transport, housing, security infrastructure and communications. This includes building new airports, railways, roads and hundreds of hotels. This year's international tournament is expected to attract more than five billion people, with more than one million watching the game in Qatar. The benefit of the state of Qatar in this calculation can reach IDR 59 billion. The 2022 World Cup event is building the economy of this Middle Eastern country. Public enthusiasm will also have the opportunity to increase the income of the State of Qatar. Income received from tourists who spend their money on tickets and merchandise, accommodation, food and drinks, and sightseeing. The Fédération Internationale de Football Association, also known as FIFA, is also benefiting from the 2022 World Cup. This benefit is worth at least 4.7 billion dollars, which is more than 72 billion rupees. According to Forbes, FIFA's profits from the sale of media rights alone amount to at least $2.64 billion. In addition, ticket sales for all matches are owned by FIFA's subsidiaries. However, FIFA will cover the tournament costs for Qatar up to US$1.7 billion, and this figure includes awarding the winning team, amounting to US$440 million. Although Qatar has not received the right to receive money from the football team, it still receives a lot of media from around the world. This is used by the government by building infrastructure to open up trade and investment opportunities in many countries. (fortuneidn.com, 2022)

Countries with media rights

The World Cup event, which is considered as the most spectacular party, has the full potential to boost the economy of the host nation as well as the global economy. Qatar 2022 World Cup is about to start. Specifically, the broadcasting rights of the World Cup are held by the broadcasters of the EMTEK group, mainly satellite television or to the home (DTH). Nex Parabola, which holds the exclusive broadcasting rights, will broadcast 64 World Cup matches on two channels, namely Champions TV World Cup. The EMTEK team will broadcast all matches of the Qatar 2022 World Cup since the qualifying round. Broadcasting programs will be broadcast free of charge on four television channels under it. These four Indonesian television channels (SCTV, Indosiar Channel, Mentari TV) are willing to pay a large amount of money to buy broadcasting rights for the World Cup. Naturally, the EMTEK team also got the big advantage of having the broadcasting rights for the previous World Cup. In fact, football is one of the most popular sports in Indonesia, which is always full of fans and fans. Apart from free live TV broadcasts, the Indonesian public can also watch the 2022 FIFA World Cup through the Nex Parabola subscription satellite service. Includes watching the 2022 FIFA World Cup via a paid Video streaming service. The price of the 2022 World Cup subscription package on Video for all devices is IDR 89,000. If you watch the previous broadcasts, each TV channel will have its own broadcast schedule including the games they will show. Therefore, in the 64 matches of the World Cup, it will be distributed between the four television channels above. Vidio.com itself will show all the matches of the 2022 World Cup from the first round to the final. Meanwhile, SCTV and Indosiar will exclusively broadcast all the matches as they enter the round of 16. The Qatar 2022 World Cup itself will have 32 teams. The tournament will be held in eight stadiums in five different cities. Thirty-two teams will take part in the biggest football tournament in Europe (13 countries), Asia (6 countries), Africa (5 countries), Central and North America (4 countries) and South America (4 countries). The World Cup is an event that many people are waiting for.

The football festival, which takes place every 4 years, is really a stage for many of the world's football players to show their skills, so it is not surprising that hundreds of thousands of tourists come to see the biggest football tournament in the world. In fact, Qatar has even built another building to accommodate the hundreds of thousands of tourists who will come to their country during the World Cup. For those who cannot be in the stadium themselves, watching all the World Cup matches on TV is the best option. Apart from Indonesia and EMTEK Group who bought broadcasting rights for the World Cup, many countries around the world also have broadcasting rights for the 2022 World Cup. One of the first countries in the world to buy broadcasting rights for the World Cup. is the United States through the television channel FOX. Several Southeast Asian countries such as Indonesia, Malaysia, Brunei, the Philippines, Cambodia and Timor Leste have bought broadcasting rights for the World Cup. Meanwhile, it was rumored that the Vietnamese media did not have the right to broadcast the World Cup. The reason is that the price of World Cup broadcast rights is considered too high. In a statement, The Thao 247 reported that Vietnamese soccer players are concerned about the World Cup broadcast rights. In fact, the price of the 2022 World Cup broadcast rights in Vietnam is 15 million USD, or more than 350 billion Dong, or about 223 billion IDR. In total, there are 64 games, so every game has a strategic prize of IDR 3.5 billion. (Zakawali, 2022)

About 216 countries have bought Qatar 2022 World Cup broadcast rights. This license is not only for television, but there are also licenses for radio and internet broadcasting. According to the number of countries that have bought media licenses for the 2022 World Cup in Qatar, only a few countries have revealed how much they paid for the licenses. The Sports Authority of Thailand (SAT) has signed an agreement with FIFA to pay $33 million (517 billion at the exchange rate of 15,692 rupees / USD), or about 1.2 billion baht, for Live broadcast rights for matches 64 all. of the World Cup 2022. This was revealed by SAT Governor Kongsak Yodmanee according to bangkokpost.com on November 17, 2022. This is seen as a confirmation for Thai football fans that they will be able to watch the game free game, after a few weeks. Uncertainty about the SAT grant framework for seeking funding and paying for media rights. On October 26, Vietnam Television (VTV) announced that after months of negotiations, the public broadcaster will exclusively live the biggest soccer tournament in Vietnam, the 2022 World Cup. VTV has received the right to broadcast all related media. world 2022. Cup in the region of Vietnam, including the right to broadcast on television (terrestrial, cable, satellite, Internet Protocol Television) and radio and mobile and Internet platforms, and services over the top (OTT) included. Therefore, the 64 matches of the tournament will be broadcast on VTV2, VTV3, VTV5 and VTV Can Tho channels, as well as through its VTVGo app. According to thestar.com, VTV refused to disclose the price of the contract, but sources say that the national broadcaster will spend less than USD 15 million (236 billion IDR), which is USD 3 million more cup. 2018 thanks to the support of customers and partners. Among the countries in Southeast Asia, Indonesia and Thailand are the two countries with the highest price for the broadcasting rights of the World Cup 2022. This is based on the agreement with FIFA through its distributors, Infront of Sports and Media. According to PPTV, Indonesia is the first most expensive country in terms of the cost of the 2022 World Cup broadcast rights that will be paid by broadcasters or licensees. Emtek, as the broadcast rights holder for the 2022 World Cup in Indonesia, paid IDR 636 billion for 64 matches and many other FIFA competitions broadcast by SCTV, Indosiar, MOJI, Mentari TV, Video and Nex Parabola (from the television world cup. Champions). This price is not different from that paid by VIVA Group as the media manager of the 2014 World Cup, namely Rp. 600 billion. But unlike the VIVA Group, Emtek has agreed to broadcast rights for the 2022 World Cup and other FIFA competitions (including the 2023 U20 World Cup in Indonesia) a few weeks before the finals. From a commercial point of view, holders of World Cup media rights will reap huge benefits. FIFA reportedly pocketed $3 billion in revenue from World Cup broadcast rights. This fund will be the largest of the various ways FIFA earns money. (Khadaffi M, 2022)

International geopolitical marketing strategies

Despite protests and boycotts and other challenges surrounding this year's World Cup, the event is still going strong and attracting the attention of consumers. Budweiser's parent company, Anheuser-Busch, InBev, plans to pay $170 million to support the 2026 World Cup. So the bottom line is that as politics continue to heat up around the world – and consumers are looking for brands that reflect their values – the need to be ready is even greater. more important. Winning styles come first and leaders must develop a strategic plan for how to handle difficult political situations. need to think long term about this, in the United States. Some states have begun restricting the right, the most serious of which is abortion. This seems to be the beginning. (Karlovitch, 2022).

The wonder of the 2022 World Cup begins on the evening of the opening ceremony. The Hollywood actor, Morgan Freeman, with his unique voice, appeared on stage, opening the silence in the middle of the beauty of Al Bayt Stadium. Interview with Ghanim Al-Muftah. A disabled character, this entrepreneur and inventor was born with caudal regression syndrome, a rare condition that disrupts the development of the lower spine. Then Ghanim Al-Muftah was heard reciting the above verses from the Holy Quran, i.e. the 13th verse of Al-Hujurat. This verse seems to have inspired the main theme of the event, which is "meetings for all people, resolving differences through humanity, respect and inclusion". This shows the da'wah of Islam when it shows an inclusive face. (Ramadhani M, 2022)

The geopolitical aspect even took center stage with the appearance of South Korean pop star Jung Kook who seemed to dominate the interest in the opening ceremony of the great event. Jung Kook, 25, is more than just a handsome boy with world-class fans and great wealth. It also has an expensive sponsorship deal with South Korean carmaker Hyundai-Kia, which is also a FIFA sponsor. This type of relationship is not casual or purely business related. Over the years, the South Korean government has implemented strategies to build and create its "soft power". These countries are developing relationships with their audiences around the world. Not only from football, music and cars - it's also from movies like Parasite that won an Oscar for popular TV series like Squid Games. South Korea isn't the only one benefiting from FIFA's audience. Although the sellers of soft drinks and burgers are still on the list of sponsors of the World Football Organization, many of FIFA's partners are large companies and countries that are determined to extend their reach through the popularity of football. Qatar Airways, which is the airline partner of FIFA, for example, does not sell airline tickets. Qatar's public transport has also played an important role in the country's efforts to make Hamad Airport one of the world's leading airports. The award-winning airline is an effective tool of soft power to convey to a global audience what Qatar is and wants to be. In turn, Qatar Airways and Qatar sponsoring the 2022 World Cup show how the country wants to tell the world what it is - that it is a legitimate, reliable and important part of the world. The same goes for China, although sports and industrial production have come to a standstill since the pandemic. Four of the sponsors of the World Cup - from electronics (Hisense), appliances (Vivo), milk (Mengiu) and everything from real estate to media (Wanda) - are from China. This list is important for a country that hopes to one day host such a great event and spread its influence around the world. Al Jazeera reported that although China did not qualify, the Bamboo Curtain Country Company became the main sponsor of the project. It was written that an amount of 1.395 billion dollars or 27 billion rupees was given by Chinese companies in the program. "Distributed annually, Chinese sponsors amount to $207 million per year, compared to contracts with Qatar and the United States of $134 million and $129 respectively," according to data shown by and London-based data analysis and consulting firm, Global Data. (Chadwick, 2022)

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