When FIFA picked Qatar as the first Middle Eastern country to host the men’s football World Cup in 2022, some considered it a bold gamble. Others thought it was a mistake – including former FIFA President Sepp Blatter.

Since then, controversy has never been far from a mega-event which is now less than a year away. Aside from allegations of bribery during the bidding process, there have been serious concerns raised about human rights, with particular focus on the migrant workers building the new stadia.

Whether these issues will ultimately dissuade supporters from travelling to Qatar in late 2022 remains to be seen. The organisers will certainly not want a repeat of what happened when Qatar hosted the IAAF World Athletics Championships of 2019, which took place in half empty stadia.

Football has more global appeal than athletics, of course, and so far both Qatar and FIFA remain bullish that millions of fans will travel to the Gulf from all over the world. The event is certainly “unique” in sport event terms and that may drive fan interest. No expense has been spared by Qatar to deliver this unique experience, that is for sure. They have certainly spent big in the lead up to the tournament.

Even as early as 2010, estimates of the total cost for Qatar were in the region of US$65 billion (£48 billion) – a different level to the then record-breaking US$14 billion which Russia spent hosting the tournament in 2018. More recent reports, however, cite costs closer to US$300 billion.

The reason for such staggering sums is not just grandeur. The actual stadium costs, at around US$10 billion, are low in relation to the overall estimated total. The bulk of the money has been spent on infrastructure and transport projects in the country. Some of these were planned anyway, with the forthcoming tournament merely accelerating developments.

There is also a bigger picture at play here. In many ways, it has never been about the money for Qatar, one of the richest countries

in the world.

The primary gains Qatar is seeking are non-commercial, with international relations at their heart, and and an opportunity to introduce itself to billions of people across the world. This has led to accusations of “sportswashing”. This can be defined as using sporting events as a way of seeking legitimacy or improving reputations and has been used in the context of Qatar 2022 given the controversies cited above.

Despite the negative press, Qatar will be encouraged by its latest foray into major international sporting events, including the inaugural Qatar Grand Prix in Formula One. The race was the first of a three-part Middle-East finale to the F1 season which also includes races in Saudi Arabia and Abu Dhabi. This could help place Qatar on a comparable level to its Arab neighbours in another very marketable sport.

Events like these, alongside the 2022 men’s World Cup, are designed to provide a legacy both socially and culturally – a legacy which creates national identity and places Qatar as a legitimate actor on the world stage.

Yet although money may be no object to the hosts, one organisation hoping to make some is FIFA. Their entire business model is geared around a successful World Cup. Russia 2018 helped FIFA to generate record revenues of US$6.4 billion, much of which is spent on “education and development”, and it will be hoping for similar takings from Qatar 2022. In the same way, FIFA’s (widely condemned) proposals to hold the tournament every two years are largely driven by the desire for more income.

So while the goals for Qatar and FIFA are different, both parties need the rest of the world to play ball. It’s worth bearing in mind that to make this happen, the majority of men’s domestic professional football leagues have altered their schedules to allow the 2022 competition to be staged, for the first time ever, in the months of November and December.

If the timing works, and Qatar’s non-commercial plans are achieved, it will then surely aim to become a regular major player in the sports event hosting market – so expect to see a bid to host a future Olympic Games. Money again here will be no object. Qatar will no doubt put on a show for the World Cup. A show that it hopes the rest of the world will be watching.