Qatar’s success in securing the rights to host the 2022 World Cup will be cheaper than fighting a war and could improve workers’ rights but may not prove successful in garnering soft power. That was the message from a session titled ‘Qatar and the Soft Diplomacy of Sport’.

At face value, Qatar’s engagement with the world is impressive. Doha has not only cultivated a strong alliance with the United States as the host of U.S. Central Command (USCENTCOM) and extended overtures to Israel, but until recently the tiny emirate truly also competed with its larger neighbor—the Kingdom of Saudi Arabia—for a dominant role in the Sunni Arab world.

Bringing this widely toured show to select countries in the Middle East presents a tapestry of culture and friendship, from which both nations can find commonalities and understanding through dance, according to the embassy.

The Qatar Embassy in London co-sponsored the day-long event in partnership with the Mayor of London, Boris Johnson. Diplomats and staff from the embassy, assisted by volunteers from Qatar, were on hand at the festival to showcase the culture and traditions of the country and offer hospitality on the day. 

Next month, well-heeled punters will flock to the Qatar Goodwood Festival for one of the highlights of the British horse racing calendar.