Digital Media and Strategic Analysis of Football Clubs in Qatar

Foottball is very popular in Qatar, with large number of clubs located across various regions such as Doha, Al Rayyan etc. In the next ten years Qatar will be conducting the biggest Football event, the world cup in 2022. Govt. is seeking huge investments to develop state of the art infrastructure. Preparations for World Cup 2022 coupled with a young demographics and high per capita income will further boost the popularity of the game.

Keeping all this in mind the article has been prepared. The purpose of the blog article is to provide across the spectrum analysis of Football clubs based out of Qatar. The information in the report could be used to consult Football clubs devising their digital strategy besides managing their brand image and sponsorship deals as well. Findings in this report were drawn from online resources such as club websites, sponsor’s websites, club social media pages, web analysis tools such Alexa, local newspaper websites and other Football related websites and blogs.

1.0 Qatar: a brief introduction

Economy

Qatar is one of the richest nations in the world. The small gulf state with a population of 1.8 million has been blessed with immense amount of petroleum resources. The overall current GDP is 182.98 Billion USD and per capita GNI (Gross national income) is USD 80, 440.

As a part of its long term strategy Qatar is diversifying its economy into other alternate areas such as tourism, sports, real estate etc.

Fig 2: growth of internet penetration in terms of percentages of population for Qatar. Source: World Bank.

                            Fig 1: GDP growth rate of Qatar. Source: World Bank

Qatar: Demographics

The estimated population is around 1.8 million, with population skewed towards the younger population. Around 22 percentages of population is aged below 14, whereas more than three fourth of the population is aged between, 15 and 64. Only 1.5 percentages of population is aged above 64. The median age is 30.8- 32.9 for males and 25.5 for females. Qatar also has a very high urbanization rate with 96 percentages of inhabitants living in urban area.

Qatar: Mobile and Internet Consumption

High GDP growth rate and per capita income coupled with a young population has resulted in high mobile and internet penetration for Qatar. According to World Bank, it is estimated that around 81.6 percentages of population have access

Fig 2: growth of internet penetration in terms of percentages of population for Qatar. Source: World Bank.

Internet is primarily used in Qatar for social networking and connecting with friends. According to a survey conducted by Bayt.com and YouGov, 94 percentages of respondents have a Facebook account. 72 percentages of respondents spend more than three hours online. Other important activities include watching video clips and listening to music.  

According to Qatarisbooming.com, Qatar’s mobile penetration stands at 182 percentages, compared to the world average of 76. Qatar is seeking huge investments in the ICT infrastructure.

Qatar: Sports  

Qatar is transforming into sports capital of Middle East. It has made huge investments in developing state of the art sports infrastructure.

Its efforts in transforming into a sporting hub of international repute, paid off in December 2010, when it was declared that World Cup 2022 will be conducted in Qatar. In the coming years, the gulf state will be seeking huge investments to develop state of the art stadiums, hotels and infrastructure. Qatar is also hosting Hand Ball World Cup 2015. In the recent past it has organized Asian Games 2006 along with international level annual Tennis, Golf and Motor Race events.  It has also bid unsuccessfully for Olympics 2020

Basic Observations

Some of the basic observations that has been observed are-

a)      Clubs are cash rich in Qatar and most of them have a healthy mix of local as well as foreign talents- both in sporting as well as managerial work force.

b)      It appears that many clubs may not have a very clear sponsorship strategy in place. It can be assumed from the fact that, many clubs do not feature the name of their sponsors on their website. Neither much about the sponsors can be gathered from the internet.

c)      Newer forms of media such as web, mobile and social media are transforming the existing media space. For countries like Qatar, young demographics coupled with high internet and mobile penetration further intensifies the significance of newer media. It appears that some clubs are still not aligned well with web, mobile and social media platforms. This can be partly explained from the fact that many of them are missing out on using polls, forums and shopping carts in their websites. Many clubs do not have focused social media strategy. Also there could be lot of other innovative techniques used such as QR codes, which can help engage fans better with the help of mobile platforms.

d)     Many of the clubs do not have bilingual websites. It may be difficult to understand, as Qatar has large number of expat population. Also as many clubs want to have international standing in near future, having website in English is unavoidable.

e)      It calls upon the some clubs to use more and more corporate social responsibilities in the form of health and fitness awareness programs for the local populace. This will help them engage better with the local populace. Also CSR should be well represented on the club website.

Image Credit: 2014rioworldcup.com