THE BUSINESS OF THE WORLD CUP

It has been 40 years since I was introduced to the football World Cup. The World Cup in 1982, held in Spain, was won by Italy.

The tournament also introduced us to the Tango Espana, the official ball of that World Cup, and the last genuine leather ball to be used in the World Cup. That ball, a more stylish option to the old black and white ball, was a collector’s item in the playgrounds that I grew up on.

It was the year that Italian Paulo Rossi, previously suspended for match fixing, was top scorer and player of the tournament. He is one of only three players to ever have won all three – World Cup, Golden Boot and Golden Ball in a single tournament. He fired up our childhood imaginations, we all wanted to be Paulo Rossi.

This year’s World Cup did not seem to be accompanied with the funfair I was used to. Maybe because of my lowered expectations, I have been pleasantly surprised at how I have enjoyed the matches. It helps of course that the underdogs are upsetting the form book, as well.

But ahead of this edition of the World Cup, the story of how much Qatar had spent to host the event was big news.

"According to who you believe Qatar has spent about $300b (sh1,100trillion) over the last 12 years in preparation for the event. To put this in perspective Qatar has a GDP of $180b so they almost spent twice the size of their economy on this World Cup. Or to put it in better perspective over the last 12 years they have spent the equivalent of the GDP of Uganda every year to prepare!

And even more jaw dropping is that the Qataris expect the games to bring in $17b over the mouth long event, not even ten percent of the initial cost.

The figures are further mind boggling when you see that this World Cup is going to cost more than 15 times the $15b spent in the 2014 Brazilian edition, the next most expensive World Cup ever.

The Qataris are asking, who says we should recoup our investment at the World Cup?

The investments? They have built eight stadiums from scratch of which seven will be dismantled after the games; They built 108 hotels to house the estimated 1.3 million visitors they expect during the month-long event; They have doubled the capacity of their airport and built a whole new railway system under the desert.

Most immediately this huge government expenditure is driving Qatar’s economy, which has been growing steadily for the last decade and set to grow in double digits this year.

"But while the World Cup has triggered this massive outlay, it is only part of a larger plan to make Qatar a global transport hub. Of the reported $300b only $10 billion was spent on infrastructure specifically for the World Cup, which means developments will continue after the final whistle is blown.....

It makes sense. While the leaders of Qatar are not beholden to their people in the “western” democracy sense, they needed a big event like the World Cup to not only trigger the massive expenditures we have seen, but also announce to the rest of the world that they are open for business. Which better event to use than the World Cup?

Understandably, one of the major winners of this construction boom is the Qatari construction industry, which given the capacity they have built will be able to move more aggressively to take up contracts at home and abroad.

But given the growing momentum of the green energy movement, the oil sheikhs of the middle east have seen the writing on the wall and preparing to pivot away from reliance on oil revenues. Dubai was the early bird on this.

In the late 1970s and 1980s China went on a similar spending spree on infrastructure and human capacity development. At the time western economies were similarly unimpressed and wondered what they will use all that capacity for. China is still building but is also now the second largest economy in the world and may very well rise to the biggest economy within the decade.

"The narrative has been, up to this point that these big extravaganzas – including the Olympics, are just gravy trains for the ruling government and their cronies, that actually leave the tax payers picking up the tab with little benefit to themselves....

The Economist last week had an infographic that showed that apart from the World Cups in Mexico and Russia in 1986 and 2018 respectively, all other World Cups since 1966 have spent more than they earned during the event.

It may just be that after Qatar other governments may start scrambling to host future events, planning them to have longer term benefits to their respective economies way after the event.

Of course, planning is one thing and the reality is something else altogether. The Qataris have set their plan in motion we should return to this space in a decade or two to see whether it actually panned out. See you then.