iz

The first FIFA World Cup to be held in the Middle East and in Qatar is considered as a chance to advance intercultural understanding, foster conversation between locals and visitors from around the globe, advance knowledge of the local culture, and make themselves known to the outside world. Qatar has likewise prioritized sustainable development since 2008. In addition to constructing state-of-the-art stadiums, Qatar has been preparing for the event as a catalyst for long-lasting, sustainable development. The Qatar National Vision 2030 and National Development Strategy, which outline long-term outcomes to Qatar's vision of sustainability under four main pillars: human development, social development, environmental development, and economic development, are intended to help Qatar achieve its development goals. The FIFA World Cup 2022 will help Qatar achieve these goals. The tournament's hosting by Qatar presents possibilities for a long-lasting legacy for Qatar, the Middle East, Asia, and the rest of the world. In this study, 193 tweets with the hashtags "Qatar2022" and "SeeYouInQatar" and videos posted on the official Twitter account for the Qatar FIFA World Cup (Road to 2022 @roadto2022en) between 07.12.2020 and 13.04.2022, were subjected to semiotic analysis using five videos that received the most likes.

Keywords: Sports Diplomacy, Word Cup, Sustainable Development, Sustainability.