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David Beckham spends 48 hours in Qatar for new tourism campaign

Footballer has a kickabout with a local female footballer in the video from the country's tourism board.

David Beckham explores Qatar in the country's new tourism campaign ahead of Fifa World Cup Qatar 2022. All photos: Qatar Tourism

As it gears up to host the Fifa World Cup Qatar 2022 in a little over 12 weeks, Qatar is embracing all things football with a new tourism ambassador famed for his trusty right foot.

David Beckham is the star of Qatar Tourism’s new holiday campaign, where he mingles with pearl divers, tours ancient spice markets and explores the art world in Doha.

The English football star also meets with local personalities during his 48-hour, action-packed tour of the Gulf state.

“The food culture is very exciting,” says Beckham, as he wanders around Souq Waqif alongside Qatari chef Noor Al Mazroei.

He learns more about the country’s traditions from Saad Ismail Al Jassim, one of Qatar's last living pearl divers , and whips up some tacos with Qatari flavours alongside Mexican chef Aquiles Chavez.

Beckham also heads into the desert near Khor Al Adaid to see professional falcon trainers at work and tucks into a traditional Qatari meal by a campfire.

He ups the tempo with a motorbike tour around The Pearl Qatar, accompanied by Qatari motorcycle champion, Saeed Al Sulaiti.

“The people of Qatar are really passionate about their culture and the mix of modern and traditional creates something really special," he says in the clip. "I saw so much during my trip from spice markets to museums to enjoying a ride on my motorbike, which was one of the highlights."

Beckham also heads to Katara Amphitheatre for a kickabout with Qatari footballer Noora Nasser and the pair discuss women’s football and the Fifa World Cup.

“There seems to be some kind of movement here with the women’s game and that’s great to see,” says Beckham.

Six million visitors by 2020

The campaign is part of Qatar’s plans to attract more than six million visitors a year by 2030.

“It has been a pleasure to welcome David to Qatar, where he has immersed himself in the culture and experienced first-hand the warm hospitality of our people," said Akbar Al Baker, chairman of Qatar Tourism and Qatar Airways chief executive.

"I encourage the millions who transit through Qatar every year to follow in David’s footsteps and create their own exciting adventure and memories.”

The campaign positions Qatar as a stopover destination and a place for GCC residents to go for a weekend getaway. The video will also be hosted on Qatar Airways’ in-flight entertainment systems.

The country is gearing up for an influx of visitors, as flight bookings to Qatar from across the Middle East have jumped 4,000 per cent ahead of the opening day of the Fifa World Cup.

Scroll through the gallery below to see the World Cup stadiums in Qatar

The 974 Stadium, which will host matches during the World Cup in Qatar. All photos: Getty

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David Beckham Returns to Qatar and Visits Expo 2023 Doha

In an exclusive occasion, yet another renowned football legend toured Expo 2023 Doha. This time David Beckham made a special visit to the exhibition, adding anticipation and excitement to the Expo site as he attended a gathering, attended solely by VIP guests.

Beckham embarked on a captivating tour, fully immersing himself in the awe-inspiring marvels of Expo 2023 Doha. The highlight of his visit was the extraordinary Qatari Pavilion, a stunning architectural masterpiece inspired by the beautiful rock formations of Ras Abrouq.

As Beckham stepped through the pavilion, he was captivated by its intricate exhibitions, immersive displays, and state-of-the-art technological demonstrations. The design of the pavilion evokes the essence of Ras Abrouq, epitomised Qatar's deep-rooted connection to its natural environment.

The Qatari Pavilion serves as a testament to the nation's rich history and commitment to sustainability, encapsulating its vision for a greener future.

During his visit, Beckham actively engaged with local artisans, having gained valuable knowledge about their crafts and cultural traditions. His warm presence left an unforgettable impression on Expo 2023 Doha and demonstrates the positive impact of cultural exchange and global dialogue.

David Beckham's special visit to Expo 2023 Doha demonstrates its ability to draw in global stars and unify nations in celebrating innovation, culture, and sustainability – sparking excitement for a positive change.

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David Beckham Loves Qatar, Just See For Yourself

Can someone send us the same itinerary he had.

With the World Cup months away, there’s plenty of things to motivate you to visit Qatar . And just in case there isn’t, David Beckham’s stamp of approval should motivate you plenty.

View this post on Instagram A post shared by Visit Qatar (@visitqatar)

Qatar Tourism Authority has released an exclusive campaign with the legendary football player as part of it’s efforts to boost tourism. Beckham seems to be an obvious candidate for such a campaign, given that he’s one of the most famous football players the world has ever seen and that Qatar will be hosting this year’s FIFA World Cup. The campaign shows Beckham exploring the country, from visiting a spice market that he claims is “one of the best spice markets” he’s ever been to, and sailing across the Persian Gulf sea, where he shares, “this will go day as one of my favourite mornings.”

he also mentions that “the people of Qatar are very proud of their culture,” which he is certainly not wrong about. The campaign, which Qatar Tourism partnered up with Qatar Airways for, focuses mostly on promoting the country as the ideal  stopover destination for travelers. The airline, which was awarded as the best airline of 2022, will surely witness an influx of passengers in the coming months, and their mission is to make sure those who choose Qatar to transit during their trips take the opportunity to leave the airport and explore the beauty that the country has to offer.

“Qatar really is an incredible place to spend a few days on a stopover. I cannot wait to bring my children back,” Beckham comments.

Watch the full video campaign below, and check out the official website here to learn more about how to explore all that Qatar has to offer, just like David Beckham.

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NEWS... BUT NOT AS YOU KNOW IT

David Beckham takes on new role ahead of World Cup in Qatar to share his best tourist tips

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David Beckham ’s latest role has been unveiled as he shared his top tourist tips for people visiting Qatar. 

The former footballer, 47, has been named the new face and partner of Qatar Tourism ’s stopover campaign, showcasing the best of Qatar for visitors. 

Ahead of the World Cup being hosted in Qatar, David was seen soaking up the culture as he explored the Souq Waqif and travelled around the streets on a motorbike in a new video revealing what tourists shouldn’t miss while there. 

Adventuring around the country in 48 hours, David explored the spice markets, camped in the desert and motorbiked around Doha among his activities. 

David said: ‘Qatar has surprised me with a wide range of great experiences you can have in just 48 hours. The people are warm and welcoming, and it is a great place to spend a few days.’

He added: ‘The people of Qatar are really passionate about their culture and the mix of modern and traditional creates something really special. 

‘I saw so much during my trip from spice markets to museums to enjoying a ride on my motorbike, which was one of the highlights.’

Chairman of Qatar Tourism and Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, added: ‘It has been a pleasure to welcome David to Qatar, where he has immersed himself in the culture and experienced first-hand the warm hospitality of the people. 

‘I encourage the millions who transit through Qatar every year to follow in David’s footsteps and create their own exciting adventure and memories. 

‘We have something for everyone at incredible value, whether it’s sun, sea, sand, rich heritage and culture, surprising nature, or a modern and fun city break.’

The 2022 Fifa World Cup is scheduled to take place in Qatar from November 20 to December 18 2022.

With football fans travelling to the country to watch their teams compete, David’s trip also highlighted that they can enjoy a luxury stay for a bargain price, with packages starting from £12 per person per night for a four-star hotel or £17 per person per night to stay in five-star. 

Sadly, Becks himself is not included in the package as far as we’re aware… 

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• David Beckham is the face of Qatar Tourism’s new stopover campaign

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• Updated On Aug 26, 2022 at 11:56 AM IST

100 days to FIFA World Cup: Qatar Tourism reveals top activities for fans to do outside watching a match

From beginners to the experienced, adventurers should try stand-up paddle boarding around The Pearl-Qatar, go sunset kayaking through lush green mangroves, or have a thrilling jet ski ride exploring the stunning skyline. Then, a visit to the undulating sand dunes of Qatar’s desert is a must-do. Here are top activities to do in Qatar during FIFA World Cup.

• Published On Aug 26, 2022 at 11:55 AM IST

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Explained: David Beckham, ambassador for Qatar

A version of this article was first published on November 25, 2021.

Immaculately turned out and sitting in the expensive seats, David Beckham’s presence at the Khalifa International Stadium for England ’s opening World Cup game against Iran was certainly good for his public visibility, with television pictures beamed to millions around the world, but what does his association with Qatar mean for “Brand Beckham”?

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He was there as part of his role as ambassador for the host nation, designed initially to promote and polish the image of the 2022 World Cup, but later to sell the idea of Qatar more generally. It’s quite a reverse from Beckham being at the forefront of England’s 2018 World Cup bid, one that was humiliated at the same time Qatar was awarded the 2022 tournament.

Beckham is no stranger to sporting events in Qatar. This time last year he was in attendance at the Qatar Grand Prix, shaking hands and kissing cheeks, visiting and inspecting the Qatari government’s various charitable initiatives, providing handsome content and generally performing the role of David Beckham to perfection.

He was not the only British sporting icon in attendance that day — Lewis Hamilton was also there. He won the race, dominating the rest of the field in his Mercedes, finishing more than 25 seconds ahead of his rival for the Formula One Championship, Max Verstappen. He did so while wearing a rainbow crash helmet in solidarity with the LGBTQ+ community, which was described as “an incredible act of allyship” by Richard Morris, co-founder of Racing Pride. Hamilton tweeted pictures of him wearing the helmet, along with the message, “We stand together.”

Beckham Netflix documentary is worth a watch - just don't expect hard questions on Qatar

Both were there as part of their professional obligations, using their respective platforms, performing their roles to perfection and doing everything their employers might have asked of them.

One view would be that this was two different men attempting to affect change in Qatar in their own way. One via overt advocacy and allyship, the other through the softly-softly harnessing of fame and influence.

Another view would be that Hamilton was contractually obliged as part of his wider job to perform in a country where homosexuality is illegal, but decided to protest against it anyway, while Beckham was there — and is there now — as an active choice to pursue a lucrative gig advocating for that very state, where anti-LGBTQ+ laws are just one of the human rights concerns.

Beckham has signed up to be the face of a country where thousands of migrant workers have died during the construction of the infrastructure required for the 2022 World Cup.

Is it morally justifiable for him to promote Qatar? How can he endorse them while being an ambassador for Unicef, the United Nations’ children’s charity? And, ultimately, will it actually harm the image of a man whose status in the mind of the public appeared to be elevated in September when he queued for hours to pay his respects following the death of Queen Elizabeth II?

It probably should be no surprise that Beckham has teamed up with Qatar. His final games as a player were for Paris Saint-Germain and he has been on good terms with the club and BeIN Sport’s president Nasser Al-Khelaifi ever since.

He has subsequently struck up a good relationship with Hassan Al-Thawadi, who runs the organisation responsible for Qatar 2022, the Supreme Committee for Delivery and Legacy, and can even count the emir, the 41-year-old Tamim bin Hamad Al Thani, as a friend. He has visited the country frequently, the Grand Prix being the most recent example as the country marked a year to go before the World Cup.

But unlike Hamilton, Beckham has said little in public about the clear issues in the country.

“Qatar dreamed of bringing the World Cup to a place that it had never been before, but that it wouldn’t be enough just to achieve things on the pitch,” Beckham said at a recent youth festival. “The pitch would be a platform for progress. Dreams can come true. That is why you are here. You share Generation Amazing’s twin passions for the game of football and for making the world a more tolerant and inclusive place.”

“You’d have to be living under a rock to fail to see, in the last decade, articles about the hundreds and probably thousands of preventable deaths of migrant workers building stadium infrastructure in Qatar,” Minky Worden, director of global initiatives for Human Rights Watch, tells The Athletic .

“LGBT identity is criminalised in Qatar, and the ‘conduct’ is criminalised. You are the crime when you arrive in Qatar.

“There are no women’s rights. They have a male guardianship system (meaning women have to obtain permission from their male relatives to do things like marry, study abroad, take certain jobs) that’s very akin to Saudi Arabia. Consensual sexual relations are illegal (outside of marriage).

“There are no unions. When Beckham was a player he was part of the global player union, but in Qatar, they are illegal.

“There’s no meaningful press freedom. The New York Times op-ed on censorship I wrote was censored in Qatar. There’s really pernicious phishing and hacking, which is state-sponsored.”

Qatar, of course, would push back at these criticisms, pointing that it has different customs to the West but everybody is welcome at this year’s World Cup. It would also say there are women in high positions in every sector in the country and Qatar is the home of Al Jazeera, the award-winning TV news channel, and the Middle East outposts of some of the most famous American universities, including Cornell and Georgetown.

That said, last year’s Grand Prix weekend was meant to be a triumph for the ambitious state — it coincided with the opening of a new Jeff Koons exhibition in Doha and marked the year-to-go milestone.

And yet the clippings that followed included an Associated Press report about a former CIA agent hired by Qatar’s World Cup bid team to spy on rivals, football officials and journalists, and a story about the arrest of two Norwegian journalists who were investigating labour conditions. They were soon released and left the country but these stories are not going away.

Beckham is probably aware of all this and if he isn’t, his very smart representatives are, but he is signed up in any case. The question then becomes: how much does working for Qatar mean he tacitly or directly endorses what is happening and has happened there?

This question can be asked about a range of issues on which Beckham has campaigned. He is an ambassador for Unicef and was named as one of the top 10 “straight allies” at the British LGBT Awards in 2019, the same year his wife Victoria released a t-shirt to celebrate Pride with the message “Everyone Deserves Love” emblazoned on it.

Chelsea ’s Magdalena Eriksson wrote last year that, as a gay woman, she would not want to travel to Qatar. Josh Cavallo, the Adelaide United midfielder who came out, said he would be “scared” to play in the World Cup or even visit the country.

“His decision to promote a homophobic and sexist regime like Qatar comes as a big shock,” said the gay rights activist Peter Tatchell in October 2021. “I urge David to think again.”

From Beckham’s perspective, he will be keen to stress that he is not just walking into this blindly. He believes that, even since he first got to know Al-Khelaifi and Al-Thawadi, things have improved in Qatar.

There have been some significant changes already. The kafala system, the extraordinarily pernicious rules that meant migrant workers could not change jobs without permission from their employers (permission that was frequently denied), was “effectively dismantled” in October 2020, according to the UN’s International Labour Organisation (ILO). A new monthly minimum wage of 1,000 riyals (about £205) will be mandated early in 2022, a figure that is more than many are being paid now but that Amnesty International understandably believes is still too low.

Beckham believes he has done his own due diligence by getting to know the country’s leaders, and by visiting several times over the past decade.

“David has been visiting Qatar regularly for over a decade and went on to play for PSG so he has seen the passion for football in the country and the long-term commitment that’s been made to hosting the World Cup and delivering a lasting legacy for the region,” a spokesperson for Beckham tells The Athletic .

“He’s always talked about the power of football as a force for good on many levels.”

The former England captain also believes Qatar when it says the World Cup is helping to drive reforms, and will continue to do so. In that regard, Beckham agrees with FIFA president Gianni Infantino.

“I have found open doors — people who are ready to embrace change,” was Infantino’s answer in November last year when asked about the state of play in Qatar.

“It’s not easy, of course. It takes time. Not everything is perfect. But changes have been made and without the World Cup and the spotlight it brings, these changes would have taken decades.”

Both men believe the best way to make change is to engage with the leaders of the country, rather than ignore or boycott them. From the Englishman’s perspective, this deal does not mean he is endorsing — tacitly or otherwise — a human rights-abusing regime, but rather using his fame to promote change.

“There are two approaches Beckham could take,” Worden says. “He could consult with us and learn about the horrific human rights abuses in Qatar, and decide not to take the job.

“The second option is: take the contract but then also take up human rights. All the rights and freedoms he has enjoyed, he should advocate for. The labour of the two million migrant workers is supporting his contract. There’s a very direct link.

“How would David Beckham feel if he signs a contract with Qatar, if they took his passport, or paid him late or not at all, and if he attempts to complain about it they threaten to put him in jail and not contact his family? That’s the experience a lot of workers have in Qatar.

“If you sign a contract with Qatar, you should think about the two million migrant workers.

“He has the most leverage before he signs any contract. However, after you sign the contract, if you have a large international profile, you also have the potential to advocate for those who can’t advocate for themselves.”

Stonewall, the LGBTQ+ advocacy group, did not wish to comment directly on Beckham’s situation, but told The Athletic : “LGBTQ+ people belong in sport, and the tournament is an important opportunity to shine a light on the challenges that LGBTQ+ supporters will face in Qatar, and also the wider human-rights violations inflicted on LGBTQ+ Qataris.”

The reforms already made may well improve the lives of some workers (although the Guardian reported last year it spoke to 40 of them and only one had seen any noticeable difference in the previous year), but you could equally argue the damage has already been done. No amount of workers’ reforms will bring back the thousands who have died.

Nicholas McGeehan is a director of Fair Square, a not-for-profit human rights organisation, and an expert on labour rights in the Gulf region.

“Qatar can credibly claim to have made some progress on workers’ rights since 2010,” he tells The Athletic . “Of course, we can argue about how long it has taken and how widely the reforms are being observed.

Every World Cup question you’ve been too afraid to ask

“But the issue of workers’ deaths is different because the response has been so appalling that Qatar’s PR machine can’t muddy the waters.

“There have probably been at least 5,000 unexplained deaths, and not only is Qatar still failing to put in place proper protections, but it is also still refusing to properly investigate these deaths, which leaves thousands of families without answers and without compensation. For as long as they refuse to fix this problem, I’m not sure how Beckham can square pocketing millions to be their PR frontman.”

Early last year, the Guardian reported that 6,751 migrant workers from just five countries — India, Nepal, Bangladesh, Pakistan and Sri Lanka — have died in Qatar since the small but rich Gulf state was awarded the World Cup in December 2010. The report was based on data from those countries’ embassies and the newspaper said the real toll would be much higher, as it did not include figures from other countries with significant numbers in Qatar. The Athletic’s position is that we will refer to “thousands of unexplained deaths” .

The Guardian’s report provoked a furious response from Qatar, which claimed the newspaper failed to differentiate between agricultural labourers, construction workers, domestic staff or even more white-collar roles. For the Qataris, this number was not evidence of an oppressive system but the logical outcome of having a huge expatriate population. According to a recent estimate, Qatar’s population is made up of 300,000 Qatari citizens and 2.5 million expatriate workers.

Even the ILO, which has been critical of Qatar’s failure to investigate workers’ deaths, believes the 6,751 figure is misleading. And Qatar’s Supreme Committee has repeatedly pointed out that only three people have died building their stadia — three too many, for sure, but not a number out of proportion with other big construction projects elsewhere.

However, the Supreme Committee acknowledged this time last year there had been a further 34 “non-work related” deaths at the workers’ camps for which it is responsible. Most of these deaths have been from “acute respiratory failure”, an unusual cause of death for fit young men but not so unusual when those men have been working in Qatar’s furnace-like heat.

And remember, the Supreme Committee is responsible for about 30,000 of Qatar’s army of migrant workers. It has no control over the guys building the roads between the grounds, the hotels and the new metro system.

For some campaigners, the Supreme Committee’s numbers are like Marlboro claiming the only people their products have killed were a few blokes crushed when a pallet full of cigarette packets landed on them.

The first reports of the Qatar partnership in October 2021 indicated it was worth £150 million over 10 years to Beckham but The Athletic understands the real figure is more modest.

Sources indicate he will actually be paid around £12 million a year for an initial three years, with options to extend. Beckham’s camp have not publicly corrected the more lavish reports because, well, why would they play down his brand?

But no endorsement should be purely about the money. Beckham’s image is painstakingly crafted, so he will not have entered into any agreement that could damage it without serious consideration.

For some observers of Brand Beckham, the Qatari link leads back to Inter Miami . When the former Manchester United and Real Madrid star joined LA Galaxy in 2007, his deal included the offer of a future Major League Soccer franchise for $25 million, an option he exercised in 2014, although it would take six more years to get Inter Miami on the pitch.

That buy-in price proved to be something of a steal. Charlotte FC , the league’s 28th team, paid an expansion fee of $325 million in 2019. And, according to American business outlet Sportico, Inter Miami were worth $525 million (nearly £400 million) this time last year but are probably punching below their weight.

The club’s value is harmed by the fact they play in a temporary home in Fort Lauderdale, 25 miles north of the city centre, and the team has underperformed. They failed to reach the 14-team play-offs last season, then made it this time around but were beaten in the first round. Coached by Beckham’s friend Phil Neville, they were also sanctioned in May 2021 for breaking the league’s salary-cap rules.

Knowing he needed local partners and serious financial firepower to launch the club, Beckham partnered with Cuban-American businessmen and brothers Jorge and Jose Mas, and Marcelo Claure and Masayoshi Son, the chief operating officer and chief executive of Japanese-based technology fund SoftBank.

This broke down into a 50/50 split, with Beckham and the Mas brothers on one side, and the SoftBank duo on the other. For his part, the 46-year-old Londoner owned 10 per cent of the club but exercised an option in September 2020 to buy another five per cent for just over $15 million, or £11 million.

But differences of opinion within the group — primarily between Claure and the Mas brothers — led to the band breaking up, with Claure and Son putting their 50 per cent up for sale at $250 million. In September 2021, MLS announced the Mas brothers had bought out their former partners and formed a new partnership with Ares Management Corporation, a US-based global alternative investment manager.

However, The Athletic understands the long-term plan is to bring Qatar in as a partner at Inter Miami. This has been discussed in the past but has never progressed beyond talks. What did get closer to happening was a shirt sponsorship deal with Qatar Airways — a tie-in with a new Doha to Miami route — but that failed to materialise and Inter Miami subsequently signed a deal with a cryptocurrency firm.

Coincidentally, that route opened last summer, and the Supreme Committee is hoping US-based soccer fans travel in their usual high numbers to the World Cup.

Qatari investment in Inter Miami, of course, would make the task of building a 25,000-seat stadium downtown much easier, particularly as the city’s taxpayers have made it clear they will not be subsidising another stadium after the controversy surrounding the Miami Marlins’ expensive baseball diamond.

And then there is the small matter of Lionel Messi . One theory that refuses to go away is the Argentinian maestro will go from one Qatari state-backed football venture to another after he has won a Champions League title for PSG.

Sources close to Beckham, however, assure us this is just rumour.

There is another, much simpler, take on why Beckham is hooking up with Qatar: he needs the money.

The rationale for this theory is based on what appears to be a picture of gradual decline at David Beckham Ventures Limited (DBVL), the company set up in 2014 to bring together his business ventures and endorsements, and its parent company Beckham Brand Holdings Limited, which incorporates the various fashion brands created by his wife, Victoria.

According to the accounts filed at Companies House, the parent company for Posh and Becks’ companies had a turnover of £45.8 million in 2018 but lost £1.5 million. In 2019, the turnover halved to £22.7 million but the firm returned to profit, making £4.5 million.

This was obviously good news but still a long way down on the numbers for 2015, 2016 and 2017, when Beckham Brand Holdings had turnovers of £47.2 million, £47.5 million and £55.7 million, and profits of £31.6 million, £16.1 million and £12.3 million.

So, 2019 saw a big fall in turnover but a return to profitability. Confused? The numbers for 2015 to 2018 are skewed by phased payments from Global Brands Group (GBG), a company listed in Hong Kong, for Seven Global, a joint venture with DBVL that controlled most of the former footballer’s commercial partnerships, such as his 25-year relationship with Adidas and a deal with watchmaker Tudor.

GBG owned 51 per cent of Seven Global, with DBVL owning the rest, and the former paid the latter more than £50 million over four years for the privilege, with £30 million of that coming in 2015, which explains that year’s bumper profit.

So far, so good. Unfortunately, GBG has gone bust. Sources close to Beckham, however, see this as an opportunity to take back control of his endorsements and are in talks to buy the rest of Seven Global from the administrators.

There is more to unpick, though. Another Chinese deal, this time to resurrect English menswear brand Kent & Curwen and flog it all over China, was shut down in early 2020 after significant losses. And there are suggestions his deal to promote hotels owned by US gambling giant Las Vegas Sands in the Far East could be coming to an end as the Chinese government cracks down on the massive profits foreign companies were making in Macau pre-COVID-19.

Sources close to the 47-year-old deny this partnership is in trouble, however, and say high-rollers will soon be snapping up the suites he has designed at The Londoner hotel in Macau, which has holograms of Beckham and a London taxi in the lobby, and luxuriating again at the Marina Bay Sands in Singapore.

But there was also the fallout from Beckham’s split with former partner Simon Fuller and his XIX entertainment and rights business. Fuller was the Spice Girls’ manager and the founder of Pop Idol but Beckham bought out his one-third share in DBVL for £33 million in 2019.

And then there is Victoria. Her fashion and beauty brand is partially propped up by her husband, with large sums flowing from DBVL to VB Holdings every year. In 2019 and 2020, this support amounted to £25 million.

But the narrative needs updating. VB Holdings is no longer losing pots of money and you cannot miss Victoria’s products in department stores. One source suggested the cash flow between David and Victoria could be reversed in the not too distant future.

That is not something sources close to David Beckham are worrying about, though. They say DBVL is going “like gangbusters” as the business evolves from being one based on endorsements to one fuelled by investments.

Last year alone, he invested in a company that converts high-end cars into electric vehicles, an esports team and a consumer cannabinoid firm. Studio 99, the production company he launched in 2019, has also started to deliver content to customers — the BBC, for example, bought Fever Pitch, a documentary about the start of the Premier League — and is now working on a Beckham biopic.

Perhaps it is too early to say Beckham has reached the Last Dance stage of his time as a serious earner, then. After all, his company has paid out £80 million in dividends to shareholders — mainly Mr and Mrs Beckham — since 2014. But you do wonder if a truly booming Beckham Brands Holding Limited would have entertained a joint venture with a partner that presented so many open goals to critics.

Ultimately, will his association with Qatar damage Brand Beckham in any material sense?

Probably not.

“How many World Cup sponsors have pulled out?” asks David Alexander, managing director of Calacus Sports PR agency. “How many sports clubs refuse to engage with sponsors from Russia or the Middle East or China if there is a commercial benefit to them?

“When you look at the names of some of those who have supported Qatar 2022, has it damaged their brands? Big names such as Xavi, now back at Barcelona, World Cup winner Cafu , Samuel Eto’o and Tim Cahill have all been signed as global ambassadors.

“The bid itself gained support from Sir Alex Ferguson, Pep Guardiola and Zinedine Zidane, who will all have been made aware of previous human rights issues in Qatar.

“ Barcelona , Bayern Munich and obviously PSG all have strong sponsorship or ownership connections to Qatar. How much have any of these reputations been damaged or impacted by their association with Qatar? I’d argue not a great deal, if at all.

“If images are shown around the world of Beckham in the royal box at the World Cup final, will his reputation suffer as a consequence? I highly doubt it.”

But commercial considerations are one thing. Beckham might be able to justify this partnership to himself, as either a business necessity or because he genuinely believes that he can be a force for good.

What about the rest of the world, though? What about the human rights issues laid out in this article? “It’s something he has to account for,” says Worden. “Let’s give him the chance to do the right thing. The many human rights organisations who have been working on Qatar would be delighted to meet with him and explain the situation.”

McGeehan strikes a similar note: “ My question to David Beckham would be where are you getting your information from? Because if it’s from the Qataris or the trade unions they have invited to Qatar to oversee the reforms, that is not what I’d call independent information. Has he spoken to truly independent organisations like Amnesty or Human Rights Watch to get a more balanced view?”

HRW’s door is still open to Beckham, as is Amnesty’s: both have told The Athletic that should he want to discuss the situation, they would be more than happy to meet him.

David, if you’re reading this, give them a call.

(Top photo: Getty Images; design: Tom Slator)

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David Beckham beckons you to Qatar

Qatar Tourism has launched a new holiday campaign featuring David Beckham to support the country’s tourism goals and ambition to attract more than six million visitors a year by 2030. The campaign reveals Beckham’s action-packed adventure around the country over the course of 48 hours, showing how Qatar offers visitors everything from cultural hotspots to scenic landscapes.

Led by passionate local personalities, Beckham is seen discovering Qatar as he explores the winding spice markets of Souq Waqif, soaks up local street art, cooks tacos infused with local flavours, camps in the desert, and sightsees around Doha by motorbike.

Commenting on the launch of the campaign, Chairman of Qatar Tourism and Qatar Airways group chief executive, Akbar Al Baker, said: “It has been a pleasure to welcome David to Qatar, where he has immersed himself in the culture and experienced first-hand the warm hospitality of our people. I encourage the millions who transit through Qatar every year to follow in David’s footsteps and create their own exciting adventure and memories. We have something for everyone at incredible value, whether it’s sun, sea and sand, rich heritage and culture, surprising nature, or a modern and fun city break.”

With several national holidays and long weekends coming up across the region, the campaign might just inspire GCC residents to earmark Qatar as their next destination for a quick, weekend getaway.

David Beckham said: “Qatar has surprised me with a wide range of great experiences you can have in just 48 hours. The people are warm and welcoming, and it is a great place to spend a few days.” He added: “The people of Qatar are passionate about their culture and the mix of modern and traditional creates something really special. I saw so much during my trip from spice markets to museums to enjoying a ride on my motorbike, which was one of the highlights.”

With more than 80% of the world’s population within a six-hour flight from Qatar, this campaign showcases how Qatar is an excellent place for GCC visitors to turn a stopover into a mini break or to spend a quick weekend getaway timed with the various national holidays and long weekends coming up in the region. Through this campaign, Qatar Tourism seeks to raise awareness of the world’s best value stopover packages, which are on offer from Qatar Airways. The campaign will see content across digital advertising, social media channels, and Qatar Tourism’s website, in addition to being shared by selected partners. The campaign video will also be hosted on Qatar Airways’ in-flight entertainment system Oryx.

During his tour of Qatar, David Beckham went on adventures with the following people: Chef Noor Al Mazroei, Chef at Rosado Café, took David on a tour of the spice market in Souq Waqif. Saad Ismail Al Jassim, one of Qatar’s last legendary pearl divers, gave David a lesson on the country’s historic primary industry of pearling, before the discovery of oil and gas. Abdulaziz Yousef, a Qatari artist, showed David around Souq Waqif’s Art Centre.

Chef Aquiles Chaves, a visiting chef and television personality from Mexico, helped David cook tacos fused with Qatari flavours. Sheikha Reem Al Thani, acting deputy CEO of exhibitions and marketing and the director of centralized exhibitions at Qatar Museums (QM), accompanied David as he explored one of Qatar’s most iconic museums. Khalid & Majid, Qatari falcon trainers, greeted David at a desert camp near Khor Al Adaid, also known as the Inland Sea. Saeed Al Sulaiti, Qatari Motorcycle Champion, rode with David around The Pearl-Qatar, a man-made island with shops, hotels and colourful residential neighbourhoods. Hamida Issa Al Kuwari, a Qatari filmmaker, guided David through Katara Cultural Village, Qatar’s go-to destination for art, food, and culture. Khalid Al Hamadi, dhow & Qatari Marine Expert, accompanied David aboard a traditional wooden dhow boat

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David Beckham criticised after appearing in promotional video for Qatar Tourism

David beckham is an ambassador for the upcoming world cup in qatar, where thousands of migrant workers have died over the past decade and where the rights of women and gay people are restricted, article bookmarked.

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David Beckham has been criticised for appearing in a promotional video for Qatar Tourism.

Beckham is an ambassador for the 2022 World Cup in Qatar, which begins in November, in a deal reported to be worth £10-15m per year to the former England captain.

His relationship with Qatar has been questioned by Amnesty International . Thousands of migrant workers have died over the past decade since Qatar was awarded the tournament, and the country has come under scrutiny for other human rights abuses including restricting the freedoms of women and gay people.

In the one-minute video (Visit Qatar has also released a full 30-minute version ) entitled ‘David Beckham’s Qatar stopover’, the 47-year-old enjoys a few days in the gulf state eating food, visiting markets and riding a motorbike. “It’s another beautiful day here in Qatar,” he says. “This will go down as one of my favourite mornings. People in Qatar are very proud of their culture. The modern and traditional fuse to create something really special.”

He adds: “Qatar really is an incredible place to spend a few days on a stopover. I cannot wait to bring my children back.”

Beckham received criticism on social media. One Twitter user wrote : “In a place [Qatar] where it’s illegal to be gay, and women have to be chaperoned by men, am really not sure I would call the place perfection. Oh and that’s before we talk about the thousands of slaves who have died building FIFA’s stadiums.”

Amnesty’s Sacha Deshmukh hopes figures like Beckham can speak out about the problems the country clearly face.

Deshmukh told BBC Sport : “Qatar’s human rights record is troubling, from the country’s long-standing mistreatment of migrant workers, to its curbs on free speech and the criminalisation of same-sex relations.

“It’s not surprising that David Beckham wants to be involved in such a major football event, but we would urge him to learn about the deeply concerning human rights situation in Qatar and be prepared to speak out about it.”

Migrant workers have been used by Qatar to help build the infrastructure needed to host the World Cup. Amnesty claims thousands of deaths related to the construction of the buildings have not been properly investigated.

A spokesperson for Beckham recently said: “David has been visiting Qatar regularly for over a decade and went on to play for (Qatar-owned) PSG – so he has seen the passion for football in the country and the long-term commitment that’s been made to hosting the World Cup and delivering a lasting legacy for the region.

“He’s always talked about the power of football as a force for good on many levels. As we reach the one year to go point he will join the wider football community that is coming together for the World Cup 2022 and he’s looking forward to what he thinks will be a great tournament.”

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Beckham faces backlash over video promoting Qatar amid questions over its human rights record

• David Beckham
• Wednesday 31 August 2022 at 10:04pm

The football star is facing widespread criticism over what human rights advocates are calling his 'naive' participation in the tourism campaign, ITV News' Vincent McAviney reports

During the 30-minute clip for Visit Qatar - Beckham explores the sights and sounds of the country, where he is filmed on a sailing boat and visiting a spice market.

"Qatar really is an incredible place to spend a few days on a stopover," the former England football star says in the clip.

"This is perfection. I cannot wait to bring my children back here."

The former football star's appearance in the video has sparked criticism, as campaigners highlighted concerns over Qatar's human rights record - including laws prohibiting LBTQ+ relationships, and its treatment of women and migrant labourers.

Critics are accusing Beckham of a "naive" endorsement ahead of the state's controversial FIFA World Cup hosting duties.

Qatar has criminalised "sodomy" and same-sex sexual intercourse. People caught breaking its internationally criticised laws face maximum penalties of seven years’ imprisonment.

Authorities there have failed to offer assurances that LGBTQ+ fans and players will be safe at this year's World Cup, prompting some to boycott the tournament.

Women in Qatar are also required to have a male 'guardian's' permission in order to marry or study abroad on government scholarships.

The decision by FIFA to award Qatar host responsibilities for 2022's World Cup has led to criticism about the country's human rights record.

Critics have accused Qatar's government of conducting a 'sports-washing' PR campaign in the build-up to the tournament to detract focus away from non-football issues.

The term is used to describe a country taking advantage of a grand sport event to generate positive publicity and dilute the conversation on its human rights record.

More than 6,500 migrant workers have died in the country while building tournament infrastructure, according to an investigative report by The Guardian.

After the video was posted online, Beckham - who is an ambassador for UNICEF - faced widespread criticism on social media.

Some highlighted that back when he was a member of England's bid team, Beckham had spoken critically about Russia and Qatar's hosting bid wins - alleging in a 2011 interview that there must have been "corruption" at FIFA, which left him "feeling sick."

One user tweeted: "Vile campaign, David Beckham. Speak up for the LGBTQ+ community who are being washed out of existence, for the 6,500+ migrant workers who have died from the World Cup, for the women who live their lives in the shadow of men."

"Sports-washing is inherently wrong. Those who promote nations with horrific human rights records actively silence those who are discriminated against, harmed and killed, all for more money," another said.

Human rights advocates also questioned Beckham's decision to appear in the video.

Mustafa Qadri tells ITV News Beckham's participation in the tourism campaign is 'incredibly naive and blind'

Mustafa Qadri, the CEO of Equidem - a human rights and labour rights charity - told ITV News Beckham's participation in the tourism promotion was "incredibly naive and blind," especially given recent reports alleging migrant labour abuses.

He said: "We’ve known for at least the beginning of the year that David Beckham has reportedly been paid £150 million to promote Qatar, but frankly given all the news that’s coming out about the human rights situation in Qatar it really is quite galling."

Mr Qadri added that Beckham is missing an opportunity for his platform to be used to spread awareness about social issues in Qatar.

"Apart from the hypocrisy of it, which I think there is a lot of that, is really just a sadness," he said.

"What an opportunity is being lost on the part of someone like David Beckham, that clearly I can only imagine his values are consistent with his international human rights standards, but is clearly failing to do everything that he can to have that influence on the ground.

"Ultimately the message has to be to FIFA, the FA of England, to the football team, and to the countries (sending teams to the World Cup) that, 'look, the attention on your country is only going to grow. Don't be defensive about this - hit it front on'.

"There's a real issue there. People know about it - address it. The opportunity is here."

Felix Jakens, Amnesty International UK's Head of Priority Campaigns, said: “This is just the latest slick and positive video about Qatar that David Beckham has put his face to, and yet again there's no mention of the county's appalling human rights record.

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“Beckham's global fame and status are PR gold for Qatar's image, but he should be using that same unique profile to call on FIFA and the Qatari authorities to properly remedy the terrible abuses that tens of thousands of migrant workers have faced in building the infrastructure to deliver the World Cup.

“Beckham has said he hoped football would prove a force for good in Qatar. At the moment it seems his involvement is good news for Qatar's tourist industry, not for human rights.”

ITV News has approached David Beckham's representatives for comment.

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How David Beckham backed the Qatar World Cup – and got away with it

Beckham inhabits a liminal space between sport and celebrity – it is never quite clear where his benevolence ends and PR strategy begins.

By Jonathan Liew

David Beckham rarely gives one-on-one interviews. But in late 2019, on a visit to Doha to watch the Fifa Club World Cup, he granted one to the Qatari television network beIN Sports, the purpose of which soon became clear. The main topic of conversation was Beckham’s enthusiastic support for Qatar’s 2022 World Cup: he paid tribute to its “safe facilities, great hotels and great culture”, and declared “something unique is really being created here”.

That many of the facilities and hotels had been built by indentured labour and that much of Qatar’s culture was unavailable to its female population appeared not to divert the former England captain unduly. Naturally, he had heard a few murmurs of dissent, but nothing worth taking too seriously. As he put it: “You always get questioned about certain things… But it’s nice to prove people wrong. And that’s exactly what has been done.”

You might think it takes a certain chutzpah to reimagine Qatar’s staging of the World Cup – amid long-standing accusations of human rights abuse – as a heart-warming tale of vindication against the odds. But then this is just the sort of deft salesmanship that has made Beckham such a coveted business partner. In recent weeks multiple outlets have reported that he has agreed to act as an ambassador for Qatar 2022. The Sun quoted a source from the Beckham camp who argued that the ex-footballer’s involvement “can effect significant positive change”.

[See also: The Saudis have promised Newcastle United the world. But what do they want in return? ]

Certainly, the deal will generate plenty of spare change for Beckham, who is said to be earning anywhere between £10m and £150m for his endorsement. And yet while there has been some mild criticism from Amnesty International and other campaign groups, by and large Beckham has been spared the widespread public condemnation that – to take one recent example – greeted the sale of Newcastle United to the Public Investment Fund of Saudi Arabia.

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Why might this be? In part this is attributable to Beckham’s curiously indefinable status since his retirement from football in 2013: a sports star only tangentially connected to sport, a media personality who doesn’t really do much media. The indignity of coaching and the overexposure of television punditry held little appeal for him. Instead he has carved out a sort of liminal space for himself somewhere between sport and celebrity, business and culture, the visible and the elusive. These days it’s hard to say what Beckham really is, which means it’s virtually impossible to calibrate an expectation of what he should be.

This is an ambiguity that is actively cultivated. The days when Beckham’s every move was dissected in forensic detail by a ravenous press are gone. Now, in concert with a close-knit circle of advisers, he chooses his projects with military precision and a strong emphasis on control: a curated portfolio of commercial endorsements, an ownership stake in the Major League Soccer club Inter Miami, a forthcoming Netflix documentary. Media access is strictly regimented and usually subject to stringent conditions. In other words, pretty much the only time Beckham appears in public these days is when he has something to sell us. Often it is Beckham himself: he is walking advertising space, a bewitchingly indistinct brew of style, taste, pre-watershed sex, athleticism and – most crucially of all – moral virtue.

And for all Beckham has sought to associate himself with good causes, it has never been entirely clear where the benevolence ends and the PR strategy begins. When he joined Paris Saint-Germain in 2013, he was lavishly praised for donating his entire salary to a children’s charity. Much less was said about how it helped him avoid France’s 75 per cent tax rate. His work with Unicef, meanwhile, was allegedly described thus by Beckham’s business partner Dave Gardner in a leaked email to the footballer’s publicist Simon Oliveira: “Unicef is crucial to the brand and his life… the charity work is crucial and nobody seems to realise how important this is as a part of the DB business.”

[See also: Why there is melancholy in Emma Raducanu’s New York fairy tale ]

Back in the 1990s it became common in popular culture for Beckham to be mocked as a doe-eyed simpleton. Time, and a fortune estimated at more than £300m, have proven that he was much shrewder than people realised. But perhaps, ironically, there is an extent to which he still benefits from that caricature today. It renders him unthreatening, uncomplicated, devoid of hinterland or ulterior motive and thus eminently believable. This is the Beckham that Qatar has signed: the charmer, the grinning philanthropist, the man who smells too nice to lie to you.

What Beckham is getting out of the deal, on the other hand, is harder to discern. He doesn’t really need the money, although naturally he likes having it. But from a young age he has always been instinctively beguiled by power and wealth, always possessed an innate ability to work a room and identify the person in it who could move him up in the world. He has been friends with Nasser al-Khelaifi, the president of Qatari-owned Paris Saint-Germain, since his playing days. And so it’s entirely possible he feels a genuine kinship with the place – this plucky little nation that made the world sit up and take notice.

Still, this particular endorsement comes with reputational risks. There is an undeniable dissonance in a cherished gay icon publicly aligning himself with an autocratic regime that prohibits homosexuality, in the son of an East End gas fitter promoting a tournament implicated in the mistreatment of thousands of workers. But for Beckham this is business, not politics, and he will doubtless have concluded that once the NGOs have said their piece, the whole thing will blow over. The relative lack of fuss suggests he’s probably right.

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This article appears in the 03 Nov 2021 issue of the New Statesman, Britannia Chained