There’s no shortage of sentiment about what a sporting event like the World Cup can do for people, both regionally and globally. FIFA needs to believe that a World Cup tournament in a given country will benefit mankind.
Highlighting its vastness, and arguing for what the World Cup could do to unify people within the country, Russia also portrayed the Cup as an opportunity to show the world “the richness of our cultures, the beauty of our natural wonders, and the warmth of our people,” according to the country’s bid brochure.
Qatar is the first country in the Middle East to host the tournament, and they successfully framed their World Cup as a beacon of cross-cultural cooperation and understanding.
