Claire Enders was quoted in Variety on "Qatar May Have Pulled Off Its World Cup Feat, but Was It Worth Hundreds of Billions?"
19 December 2022But when all is said and done — provided Qatar maintains a safe environment through to Sunday — “they have absolutely pulled it off,” says Claire Enders, founder of leading London-based media consultancy Enders Analysis.
“They have put Qatar on the map of the world and everyone in the world knows where they are and everybody has a more positive view of Qatar than they had before, for sure."
“They established beIN all over the Middle East and in France, and really built an incredible amount of Qatar brand recognition,” said Enders, pointing out that Qatar “certainly went at it ready to spend enormous sums,” given that over the years “the amount they’ve lost [on beIN] is in the many billions.”