FIFA World Cup 2022 Masterplanning

The Challenge

Develop a strategy for activating Qatar during the 2022 FIFA World Cup, creating a connected network of experiences that extended beyond the stadiums and transformed the country into a destination for football, culture, and entertainment.

The challenge was to identify opportunities across multiple locations and audiences while ensuring each concept delivered meaningful social, cultural, and economic value. Every idea needed to be strategically sound, operationally feasible, and capable of progressing into a comprehensive RFP for delivery ahead of the tournament.

The ambition was to showcase Qatar’s identity, hospitality, and vision to a global audience while creating a lasting legacy beyond the event itself.

The Concept

Working closely with the client and stakeholders, we developed an overarching activation strategy that connected destinations, communities, and visitor experiences across the country.

The programme explored more than 25 concepts spanning culture, hospitality, public realm, fan engagement, and destination experiences. Each was assessed through strategic development, feasibility studies, audience planning, and commercial evaluation.

The result was a portfolio of experience-led concepts designed to activate Qatar at multiple scales, from landmark destination moments to community-focused experiences. Together, they created a cohesive national narrative that encouraged visitors to explore beyond the tournament venues.

Following the strategy phase, nine concepts were selected for full RFP development and delivery, helping transform Qatar into a connected, immersive, and memorable World Cup host nation.