DRAFT V.

1
SPORTS DIPLOMACY: NATIONAL ATHLETICS COMPETITION

PUBLIC DIPLOMACY ENGAGEMENT

CONSULTATION PROPOSAL

I.M.PASHA
DRAFT VERSION 1
STAKEHOLDERS

 Qatar Embassy – Washington DC

 Centralised coordinator and management of the engagement

 IAAF Doha – Qatar Olympic Committee

 National Collegiate Athletic Association

BRIEF OVERVIEW - BACKGROUND
 In 2019 the World Championships in Athletics will be hosted in Doha.
 Another major global sporting event being hosted in Qatar, in lead up to the 2022 World Cup, that
solidifies Qatar’s position as the leading Middle Eastern country committed to both sport and the
hosting of global sports events.
 Hosting a Nationwide Athletics Competition, in collaboration with the NCAA, to bring
together elite athletes from across the United States to compete in a competition
hosted by the Qatar Embassy in collaboration with the IAAF team in Doha.
 This will be the first truly national public diplomacy engagement for the Embassy which will reach the
large and ever increasing audience of athletics in the United States, engagement with the NCAA and
all linked Collegiate’s.
EVENT STRUCTURE

 Collaboration with NCAA to formulate a national

athletics championship competition with elite athletes
from across the US.
 Host a 1-2 day athletics championship with the selected
athletic events, inline with the IAAF 2019 Championship
structure, with special guest participants from the Qatar
Olympics team
 Sponsorship from Qatari companies for each sporting
activities to create prize funds
 Awards given by high profile Qatari leadership such as
Sheikh Joaan bin Hamad Al Thani
CONTINUING THE ALIGNMENT OF SPORTS DIPLOMACY
NARRATIVES
 The Embassy, at the time of this event, would have completed QNSD with Red Skins and the engagement with DC
United. This has built a strong narrative through 2019 as a committed nationstate to Sports with the local community
and sports clubs.
 These events have taken place within Washington DC with great effect and impact by having focussed the exposure to
the central power of the USA, within the capital city – with reference nationally through the Red Skins.
 Delivering both the impact of the previous engagements whilst promoting the next global sporting event in
Qatar – IAAF World Athletics Championships.
 Narrative objective: showcasing further the shared value and commitment to sport between Qatar and the
US public whilst also positioning Qatar as the Middle Eastern hub for Sport.
 This event will be the first, truly national, Public Diplomacy engagement program.
NARRATIVE ALIGNMENT SUMMATION – SPORTS DIPLOMACY 2019

 Narrative goals;
 Qatar and the United States have direct shared
values in both their commitment to sport within
society and as a catalyst for wider positive change
 2019 has shown Qatar and the US are partners in
a wide range of sectors, including sports through
the various events hosted by the Embassy
 Qatar reinforces its position as trusted partner
and ally of the US
 Qatar is the leading nation and hub for sport in
the Middle East
LOCATION
 Event location can be determined at a later date,
but it is recommended to host this event in an
arena such as; Indiana University, The Robert C.
Haugh Track & Field Complex
 By hosting the event in Indiana, it will represent
the strategy of the Embassy Public Diplomacy
programme to reach further across the US
 Indiana is also where the NCAA Head Quarters
are located
 BRANDING
 The event will have a unique brand for the
bespoke competition whilst also having
branding of the IAAF Doha Championships
 Creation of Qatar Cultural ‘Village’, as seen
at the Russia 2018 World Cup to further
understanding of Qatari Culture and
tradition
 Opportunities to promote ‘softly’ for the
2022 World Cup
 Opportunities to promote the high tech
sporting facilities in Qatar
POLITICAL/INFLUENCER MAPPING
Political
 Political mapping of Senate and House representatives by way of their links/ties to participating
collegiate
 Identifying key special advisors who are alumni of those collegiate participating to attend
Influencer
 Identifying high profile influencers who are alumni of participating collegiate to attend and promote
the event
 Identify charities these aforementioned influencers are linked too, sports related, who may be
supported as part of this event
FURTHERING IMPACT STRATEGY
Areas where further impact can be made;
 Host an awards dinner in Washington DC with the Ambassador and high level politicians to celebrate
the champions of the competition
 Small scale sponsorship of live viewing of the competition at key collegiate participating
universities.
 Liaising with the collegiate student journalists to have a camera crew and interviewer to gauge reaction for
those watching the event to feed into a centralised broadcasting via live internet streaming

 Identify relevant charities who may participate during the event to raise funds for
MEDIA
 Traditional media;
 National media
 Sports related media
 Social media;
 Embassy
 NCAA
 Participating Collegiate institution
 Individual athletes
 Sports Influencers
 Print media
 Joint Op-ed piece from Embassy side and NCAA