FIFA’s strategy paying off in MENA region
In December, Qatar hosted the FIFA Club World Cup, making it three years in a row that the tournament has been held in the region.
Following two years in neighbouring United Arab Emirates, the competition will now spend 2019 and 2020 in Qatar.
So what sort of legacy will the tournament leave when it departs the Middle East?
Our data suggests a strong one. In the UAE right now, the tournament’s Impression score is second only to the FIFA World Cup. In fact, the property’s peak Impression score for December 2019 comfortably beats its peak score for December 2018, when the country was actually hosting the event (see chart below).
It’s a similar story in Saudi Arabia, where the property is performing well against all metrics – it’s currently the fourth most talked-about sports event in the country.