Media around the world have repeatedly voiced their criticism of the upcoming World Cup in Qatar. How can Qatar counter this reality for the media? The solution can be found on the official Qatar World Cup website: It states that a “Fan Leader Network” will play a key role in promoting the World Cup in Qatar.
This network consists of 400 fans and influencers from 60 countries. They create content and spread messages on social media. In return, they are invited to World Cup matches and events and can meet personalities from the football world. This includes former worldwide player David Beckham (47).
“Fans” must sign the code of conduct
What wasn’t said so loudly: It’s a matter of give and take. In other words, everyone invited should write and post something positive. Even more: Negative comments and reports from others should be reported.
This fact has been confirmed by the Dutch portal “NOS” by the Supreme Council for Safety and Sustainability, the Qatari authority responsible for all World Cup affairs. Fan groups invited from the Netherlands, Belgium or France (and possibly other countries) had to sign a code of conduct in return for the invitation. They are asked to post only positive comments about the World Cup, while also reporting “offensive or derogatory comments” from others – preferably including screenshots and names.
World Cup as image developer
This has nothing to do with traditional sports marketing, but goes in the direction of sports washing: Attempts are made to improve one’s self-image, with enthusiastic posts from supposedly traditional fans. In this case, there are even attempts to recruit supporters as spies. Something similar was last seen during the 1978 World Cup, when the junta of Argentina polished the country’s image with the World Cup.
However, this is the first time a host country has paid the travel and accommodation costs of regular fans. The Supreme Council said fans are not expected to be a “spokesperson” for Qatar. However, it is also “not appropriate” for invited guests to defame the host or FIFA. (rae)