Taken by surprise by Qatar’s decision to ban beer at stadiums, the company remade its marketing strategy in real time.
Category: Qatar
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What Happened to the Qatar Women’s National Team?
A squad that featured in the host nation’s bid to host the World Cup in 2010 hasn’t played a game in eight years.
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Stadiums as High Art in a World Cup Fantasyland
From a desert tent to a golden bowl, the spectacular arenas Qatar has built in and around Doha showcase the majesty, and the folly, of this World Cup.
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A Beer Run in Qatar, and an Oasis That Isn’t Open to All
At the only government-sanctioned store selling alcohol during the World Cup, strict rules keep it out of reach for most residents.
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Twists and Turns: A World Cup Fitness Coach Explains Pregame Warm-Ups
In the final hour before a game, teams’ activities can look as random as recess at the local elementary school. But there is order in the chaos.
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It’s the World Cup’s Hot Accessory. But Should Fans Wear It?
Head scarves in the colors of the participating teams have become fan favorites in Qatar. Rather than object, locals say they like the twist on a traditional look.
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What the World Cup Looks Like Off the Field
Our photographers in Qatar show what the world’s biggest soccer tournament looks like from the streets of Doha and beyond.
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$150 World Cup Jerseys Made by Workers Getting $2.27 a Day
Garment workers in Myanmar earn less than $3 a day to produce soccer apparel for Adidas. Some say they were fired after asking factory owners for a raise.
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To Get the Best Perks at the World Cup, You Have to Be a V.V.I.P.
If you desire truly cushy treatment, it’s not enough to be a V.I.P. What you want is to be a V.V.I.P., sipping free cognac and rubbing elbows with the emir.
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Qatar’s Loudest Fans Aren’t from Qatar
A heaving mass of flesh and energy has brought life to the host nation’s matches at the World Cup. They are Qatar’s loudest fans, but they’re not from Qatar.
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A Mural Celebrated Migrant Workers. When the World Cup Began, It Was Gone.
A mosaic of photographs once decorated Qatar’s showpiece stadium in Lusail. Now a V.I.P. entrance sits beside the spot.