Qatar is a country of only 2.5 million people. Yet, in 2011, it bought France's PSG club, becoming one of the most influential players in world football.
This move seemed like a simple football investment. In reality, PSG became Qatar's advertising billboard to the world. The biggest football stars were brought to Paris, and wherever the club was mentioned, Qatar was also talked about.
Football is no longer just a sport; it is a global platform for countries to shape their image and expand their influence.
The roots of this process go back to Roman Abramovich's purchase of Chelsea. Then billionaires, state funds, and global companies entered football. The boundaries between club management and marketing strategy began to blur.
At the 2026 World Cup, matches will be divided into four parts. The official reason is water breaks, but these breaks also create new advertising spaces.
According to estimates, the price of a 30-second ad reaches up to $750,000. Revenue from water breaks alone is projected to be $332.8 million.
Football is no longer just a sport. Players have become figures of the global entertainment industry, matches are commercial products, and fans have become customers.
As Jurgen Klopp said, football is becoming "hostage to executives sitting in air-conditioned offices." The question is: will there still be football on the field, or will we watch a TV show played between commercials?
