Beyond Fanning Together: FIFA Fuels Sports Tourism and Social Change
QATAR
It’s FIFA time, again. Spotlighting the XX in football, UN Women and FIFA’s call to action for gender equality and ending violence against women aims to level the playing field, on and off the pitch.
It’s spectacular how sports can springboard significant shifts in psyche for critical concepts such as women’s empowerment and cultural change
Can it also re-open a tainted discussion? Often laden with layers of lackluster and highly emotive perspectives, the Muslim world remains characterized more by misconceptions than by its own merit and meaning. Enter World Cup 2022. Sport, art, architecture, exhibitions, travel – easels that offer the carte blanche canvas from which critical convos can be reimagined.
Not only as a starting place, but one that’s actually fun. Central to genuine connection is positioning dialogues based on our common love, dreams (sometimes teams!) and our fitr, the innate haute human state. Not sure who I met that was the ‘real’ Qatari, but those with whom I collided and confided were filled with hospitality and glee, a warmth that seemed to ooze naturally.
What a world it could be, if suddenly we could see our one humanity at play in ‘real life’.
While that may be a while away, I was mesmerized by the thoughtfulness in which invitations were casually extended to re-experience culture, religion and way of life or, for those that wanted to keep it simple, simply the FIFA fanning together.
Indeed, the billions spent has left little to want. Whether it’s museums, mosques, malls or meals, things seem more carefully crafted in Doha, a welcomed juxtaposition to its sistering surroundings. No doubt, the caliber of World cups calls for coordination, but here, they seemed to think through how this platform could up the ante, venturing even into the sensitive and non-normative. Their attention to detail, creativity and creating opportunities for fanning together nurtured space and interest for more than just football.
‘Exploring Islam’ signs with simple adages such as ‘a smile is a form of charity’ dotted the high traffic zones and perhaps, began to question a monolithic view. I could see how their choice of marketing could lead to desensitizing. Words that carried positive intention were displayed slightly differently; ‘Dis___cover’, ‘Con____nect’ not only peppered the fan zones and major sites, but to me, I could also see similarity with Arabic, perhaps subconsciously nurturing the-eye-of-the-beholder to the ‘Ama____zing’ beauty of artistic calligraphy. I so appreciated the many strategic ‘calling in’ opportunities that could pave the path to more nuanced representation of the Muslim world.
Just think of the eight stadiums – each was inspired by some value or practice in the way of life of Muslims. Al-Bayt, where we cheered so loud for Morocco at the Semis, showcased (by its name and design) the traditional houses of the Qatari people. Stadium 974 (the country’s area code) pays homage to Qatar’s industrial history and is a first of its kind temporary stadium where the 974 recycled shipping containers used to build it, can now be dismantled then shared for ongoing use abroad. Closing ceremonies held at Lusail (the largest stadium) explored the interplay of Light and of course, had much to spotlight at the Finals!
In the small stuff, the flow of identity was also on tap. For example, there was La’eeb, the spirited mascot who seemed more like a bestie than how Hollywood depicts the sheikh. Simultaneously, sports jerseys recreated on traditional garbs offered several junctures to join in on the dialogue. Although I was one of 16, 687, 498 passengers to use the metro (made free for FIFA), one day while I was standing curbside waiting for my Uber, a car with several women paused to hand me a care package. In it were souvenirs of Qatar, snacks and a QR code on the gift bag – if I wanted, I could ‘learn more about the culture and people’.
Kudos too that they had an all-female referee line-up officiating a match in a men’s tournament. Then there was the offering to Messi of a bisht by the emir…what’d you think of that?
The sheer material optimized synergy, a coming together which also enabled his identity to be seen and co-celebrated. As such, Al Jazeera reported this as “an embrace by Messi of the local culture”, adding that it was “a pretty cool thing” for Qatar to do and “smart thinking” on their behalf.
Outside too, there was loads to experience together. Safeguarded spaces enabled each country to share their diversity and pique the others’ curiosity while pop up exhibitions showcased relations between Qatar and Afghan refugees. From fireworks, drone shows and gigs depicting local and global talent… the nights blurred the days. The attention to detail about and beyond football offered a holistic immersive experience. Up to you to take it, live it or leave it – as per their handle #NowIsAll.
The cost, controversies and covert stories too have their rightful place, no doubt. Yet, the word on the street is that the first World Cup on Arab lands fell nothing short of epic. O Canada, we the epitome of pluralism have the responsibility to examine the multidimensional possibility of what a fanning together (and beyond) experience can capitalize on.
How can we advance our common understanding to not only exemplify our values, but also to dial in and deepen discussions on race, equity and soul connectivity?
World Cup 2026 is just too far away. Let’s use the Women’s World Cup to start mulling over this to galvanize more social impact and positive progress!
May we all fan together – FIFA or not,
“The problem is that large segments of all societies – in the developing world and the developed world – are unaware of the wealth of global cultural resources and therefore of the need to preserve the precious value of pluralism in their own and in other’s societies” ~ Aga Khan, Amsterdam, Netherlands September 2002
Another brilliant read! I got a satisfying taste of what it was like to be at the FIFA without being there. I truly applaud you for highlighting the “precious value of pluralism” as quoted by His Royal Highness, The Agakhan. Thank you Doc!