Welsh Government strategy to promote Wales to the World during 2022 FIFA World Cup hailed as success, according to report

Wales’ global profile and visibility received a significant boost thanks to the Welsh Government’s Tîm Cymru approach during the 2022 FIFA World Cup in Qatar, according to new research published today.

The Welsh Government-funded initiatives established new partnerships, fortified networks, and enhanced international economic, educational, and cultural relations.

An investment of £1.8m was dedicated to the Partnership Support Fund (PSF) for the World Cup, benefiting 19 projects and reaching an audience of over 5 million.

This expansive reach was further amplified by Welsh Government-funded PR activity, which yielded 540 pieces of media coverage globally and generated an estimated 8 billion ‘opportunities to see.’

The initiatives included a PSF that funded 19 organisations across culture, sport, and education to showcase Wales during the World Cup.

An enhanced marketing campaign targeted international markets, boosting the Cymru Wales brand and business and tourism sectors.

The Lleisiau Cymru World Cup Ambassadors, a group of individuals, actively worked on raising Wales’ international profile.

Despite the limited time available between Wales’ qualification in June 2022 and the tournament’s commencement in November, stakeholders applauded the strategic and coordinated approach of Tîm Cymru.

The Economy Minister, Vaughan Gething, hailed the project’s success, stating, “Our objective was to promote Wales, project our values of inclusivity and diversity, ensure the safety of Welsh citizens at the tournament, and secure a positive and lasting legacy.

The report published today demonstrates that we’ve exceeded our goals and are well on our way to achieving a lasting legacy.”

The Minister further credited the £1.8m Partner Support Fund with propelling Welsh talent across the globe and fostering new partnerships and networks across business, science, and the arts.

Lleisiau Cymru’s Laura McAllister added, “The World Cup offered an unprecedented opportunity for us to raise the profile of Cymru whilst also staying firm to and promoting our values of diversity, inclusivity, and respect for human rights.”

These results underscore the effectiveness of Tîm Cymru’s approach, providing a model for future sporting and cultural strategies, including the potential joint hosting of the UEFA European Football Championship in 2028.