Qatar Controversy: Reputational Risk Analysis


An In-depth Look at Qatar 2022's Media Landscape

Delve into the intersection of global marketing events and corporate reputational risk through the analysis of over a million news articles surrounding the 2022 Qatar World Cup. Discover how adverse media trends and sponsor mentions shed light on the imperative of negative news management, illuminating a pathway towards safeguarding brand image amidst global spotlights.

In a collaborative endeavour hosted by AMEC (the International Association for the Measurement and Evaluation of Communication), we present an analysis of corporate reputational risk through the lens of the 2022 Qatar World Cup. The Qatar 2022 Reputational Risk Project meticulously examined over a million news articles, shedding light on the broad spectrum of adverse media trends and their intertwined relationship with global marketing events.

Key insights include:

  • The pervasive adverse media coverage surrounding the Qatar World Cup, spotlights critical discussions on human rights, LGBTQ+ rights, and worker conditions, thus accentuating the magnified scrutiny global sporting events are subjected to.
  • A notable variation in negative news narratives based on language and country of origin, advocating for a dynamic, culturally attuned approach in marketing and risk mitigation strategies employed by global and regional brands.
  • The transformative potential of big data analysis and news data in scrutinising and monitoring reputational risk exposure, presenting a burgeoning frontier for media monitoring firms to refine their evaluative frameworks.


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