Qatar’s commitment to hosting world-class sporting and cultural events has transformed the country into a hub for marketing innovation and consumer engagement. With each major event, brands have an opportunity to craft immersive experiences, leveraging technology, storytelling, and localized strategies to connect with diverse audiences.
We asked thought leaders to share their insights on how global events shape Qatar’s marketing landscape. Their perspectives highlight the power of experiential marketing, real-time engagement, and digital-first strategies in creating lasting consumer connections and driving brand visibility on the global stage.
Events Create Lasting Consumer Relationships
Hosting global events in Qatar brings people from all over the world, creating huge opportunities for brands. The buzz around these events sparks excitement and connects people through shared experiences. For companies, it’s not only about having their logo in front of a crowd. They can build real, lasting relationships with consumers by offering value through digital campaigns, unique products, or even experiences that tie into the events.
Marketing during these times is all about creativity. Brands that tap into the local culture and the excitement surrounding global events have the edge. When I worked on content creation, focusing on local relevance and aligning the message with the event helped brands cut through the noise. If you’re thinking about engaging customers, bring them something they can interact with and share. Create moments they’ll remember, and they’ll keep coming back for more.
Natalia Lavrenenko, UGC manager/Marketing manager, Rathly
Experiential Campaigns Showcase Qatar’s Identity
Hosting global sporting and cultural events in Qatar will drive marketing innovation by positioning the nation as a hub for experiential campaigns and immersive storytelling. Brands can leverage cutting-edge technologies like AR/VR to offer fans interactive experiences, such as virtual stadium tours or live event engagement. Additionally, cultural diversity in events fosters inclusive campaigns that appeal to international audiences. These platforms amplify consumer engagement, showcase Qatar’s brand identity, and create opportunities for long-term partnerships, reinforcing its influence on the global stage.
Brenton Thomas, Founder, Twibi
Events Catalyze Digital-First Marketing
Hosting global sporting and cultural events in Qatar will continue to act as a major catalyst for marketing innovation and consumer engagement by creating unique opportunities for brands to connect with audiences on a global scale. Here’s why: These events bring together a diverse, international audience, giving marketers a chance to experiment with innovative digital campaigns that leverage cutting-edge technology like AR, VR, and immersive experiences. Think about personalised fan experiences during matches or interactive cultural showcases that can be accessed virtually—these not only engage consumers but also position Qatar as a leader in digital-first marketing. On the ground, the scale of these events enables brands to create activations. Whether it’s interactive pop-ups, experiential zones, or localized campaigns tailored to resonate with both global visitors and Qatari audiences, there’s an opportunity!
Matt Rhodes, Founder / Director, Dropshot
Affiliate Marketing Thrives at Global Events
Hosting global events like the FIFA World Cup 2022 and the Doha Cultural Festival allows Qatar to improve its brand visibility and innovate in marketing, especially affiliate marketing. These events boost the digital presence of various brands aiming to connect with local and international audiences, necessitating innovative marketing approaches. A notable example was during the World Cup, where brands effectively engaged audiences through targeted affiliate marketing strategies.
Michael Kazula, Director of Marketing, Olavivo
Qatar Leverages Experiential Marketing
Qatar’s continued investment in global sporting and cultural events positions it as a hub for marketing innovation and deep consumer engagement. By hosting high-profile events like the FIFA World Cup and the upcoming Expo, Qatar leverages experiential marketing to create memorable, emotional connections with audiences. This trend encourages brands to go beyond traditional advertising by offering interactive, tech-driven experiences that captivate global and local consumers.
Additionally, these large-scale events generate vast amounts of real-time data, which marketers can harness to craft hyper-personalized campaigns, improve customer journeys, and test new digital strategies. Emerging technologies, including AR/VR, digital fan engagement platforms, and hybrid event formats, become crucial tools for brands seeking to engage audiences both in-person and virtually. For example, hybrid events-combining live and digital components-allow for sustained engagement long after the event concludes.
In this environment, platforms that support seamless event management, audience interaction, and monetization are key to scaling engagement efforts and fostering lasting communities. Qatar’s ongoing focus on cultural diplomacy and tourism ensures that this approach will continue to drive innovation in consumer engagement, enhancing its global brand and offering fertile ground for marketers to experiment and grow.
Benjamin Dell, Founder & CEO, HeySummit
Real-Time Experiences Build Loyal Connections
Hosting global events in Qatar sparks incredible opportunities for brands to connect with diverse audiences. These moments of shared excitement push companies to go beyond ads, creating real-time, personal experiences that leave lasting impressions. From what I’ve seen, it’s about harnessing the energy of the crowd, whether through live interactions or innovative campaigns. This kind of engagement doesn’t just capture attention; it builds a loyal connection that sticks well after the event is over.
Dinesh Agarwal, Founder, CEO, RecurPost
Data-Driven Insights Enhance Event Engagement
Hosting global sporting and cultural events presents an incredible opportunity to harness data-driven insights for both marketing and consumer engagement in Qatar. At MentalHappy, I leveraged Big Data to assess user trends and engagement, allowing us to innovate with offerings like the trauma-informed care groups. This same approach is beneficial in analyzing audience engagement during events, allowing for real-time adjustments and strategies to improve attendee experiences.
To support emotional health, we introduced creative interventions like Write it Out, a journaling-based support group. This concept can translate into cultural events by offering similar expressive outlets, encouraging participant interaction and emotional connection to the event. These strategies not only increase engagement but also create a more inclusive atmosphere, fostering a sense of community among attendees and driving sustained interest in future events.
Tamar Blue, Chief Executive Officer, MentalHappy
Experiential Marketing Boosts Brand Visibility
Hosting global events in Qatar boosts marketing innovation by allowing brands to enhance visibility, engage consumers, and adopt modern strategies. These events attract international attention, driving tourism and stimulating local economies, which encourages brands to creatively connect with audiences. Through experiential marketing, such as pop-up experiences or interactive lounges during major competitions, brands can build memorable connections while showcasing their products.
Mohammed Kamal, Business Development Manager, Olavivo
