Centralized Control in the Digital Age: Reputational Security and Embassy Communication during Qatar’s 2022 FIFA World Cup

Mega sporting events are often seen as transformative opportunities for place branding and public diplomacy. However, increased visibility also leads to greater scrutiny and reputational risks. This study explores how Qatari embassies exercised centralized control over digital communication during the 2022 FIFA World Cup. Using an original dataset of 2,320 Twitter/X posts from 23 embassies in countries involved in World Cup qualifying, the article examines communication practices across pre-tournament, tournament, and post-tournament phases. Results show a highly coordinated digital diplomacy system where embassy accounts mainly acted as amplifiers for content produced by Qatar’s Ministry of Foreign Affairs and senior leaders. Instead of encouraging decentralized engagement, platform features allowed for message discipline and hierarchical coordination on a global level. The study builds on Cull’s concept of reputational security by showing how embassies operated within centralized visibility regimes, suggesting that mega-events tend to amplify existing diplomatic trends rather than fundamentally change a nation’s reputation.