Mega sporting events run on a reliable formula. A country wins the hosting rights, spends money it probably shouldn’t, and receives a month-long image makeover in return. The FIFA World Cup has often been held as the ultimate example of this exchange, accused of being the world’s most expensive reputation laundromat.
Critics complain, activists protest, journalists investigate, and then the football begins. But once the goals start flying, everything else fades and the spectacle becomes the story. Qatar 2022 was the clearest example. Human rights questions took a back seat when the spotlight found Lionel Messi, Kylian Mbappé, and arguably one of the greatest finals ever played.
