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This case study explores leveraging the Qatar 2022 FIFA World Cup to brand Qatar University (QU). QU’s core identity is firmly rooted in the values and culture of the nation and its unwavering commitment to continuously strive for greater heights. The case outlines the key considerations involved in leveraging major sporting events to enhance the reputation and reinforce the positioning of higher education institutions. It assesses the potential benefits and drawbacks of such efforts that management needs to consider.

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Beyond the Game: A Case Study on Branding a Higher Education Institution Through a Mega Sport Event

  • 章节

  • 出版模式：

    开放获取

  • 发表日期：

    2025年

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  • Arpi Abouhanian,
  • Rana Sobh

摘要

This case study explores leveraging the Qatar 2022 FIFA World Cup to brand Qatar University (QU). QU’s core identity is firmly rooted in the values and culture of the nation and its unwavering commitment to continuously strive for greater heights. The case outlines the key considerations involved in leveraging major sporting events to enhance the reputation and reinforce the positioning of higher education institutions. It assesses the potential benefits and drawbacks of such efforts that management needs to consider.