Sport continues to link Qatar to the world, a cross-cultural connection that’s more important now than ever, a Years of Culture sports programmes ambassador told Gulf Times.
Ali bin Towar al-Kuwari, adventurer, entrepreneur and TV host who also serves as a Years of Culture sports ambassador, cited the growing importance of sports diplomacy as a tool for maintaining dialogue and mutual understanding between nations, particularly during periods of uncertainty.
He said sport possesses a rare ability to unite people across cultures through shared experiences, emotions and goals.
"Sport has a unique ability to bring people together in ways few other platforms can,” al-Kuwari said, noting that shared challenges, whether in training or competition, often create lasting bonds. "Even in times of tension, it opens space for connection that is universally understood.”
Within the Years of Culture framework, he said sports programming has become an integral part of fostering engagement between communities. By creating opportunities for participation and interaction, these initiatives encourage individuals from different countries and backgrounds to connect through something positive and familiar.
Al-Kuwari said such shared experiences help build trust, mutual respect and understanding, forming a foundation for stronger and more enduring international relationships. "These moments of connection are important because they keep engagement open and constructive”.
He stressed that in the current regional climate, strengthening people-to-people ties has taken on greater urgency. Programmes under Years of Culture are designed to create meaningful spaces for co-operation, even when broader geopolitical conditions may be uncertain, he pointed out.
According to al-Kuwari, hands-on initiatives such as CultuRide and CultuHike were cited as examples of how sport can bring individuals together in practical and engaging ways. These activities allow participants to connect through teamwork, shared challenges and common goals, fostering genuine relationships that extend beyond borders.
"Sport speaks to a wide audience and creates direct, human connection. It reminds us that meaningful relationships between countries often begin with simple moments of connection between people,” he said.
Addressing the idea of sport as neutral ground, al-Kuwari said it remains one of the most effective platforms for bridging differences. He explained that sport provides a shared language that transcends cultural, linguistic and social barriers.
"You don’t need to speak the same language to understand the emotion of a match or the discipline it takes to complete a challenge,” he said. "That sense of connection happens very quickly.”
Al-Kuwari noted that the goal of sports initiatives within Years of Culture is not to overlook differences, but to create environments where those differences do not hinder positive engagement. By focusing on shared experiences, he said such programmes enable participants to interact in ways that encourage openness and mutual respect.
He highlighted the importance of digital transformation in reshaping how people connect through sport globally. He said advancements in streaming, social media and e-sports have significantly expanded access and participation, particularly among younger audiences.
"Streaming has made sports content far more accessible, allowing people to follow events from anywhere in the world in real time,” al-Kuwari said. Social media, meanwhile, has brought fans closer to athletes and teams, enabling direct interaction and fostering cross-border communities, he added.
He said that e-sports also emerged as a powerful new avenue for engagement, attracting diverse audiences and redefining how competition and teamwork are experienced. This shift, he added, was highlighted in the recent "Esports
A Game Changer” exhibition at 3-2-1 Qatar Olympic and Sports Museum, which explored the growing role of gaming in contemporary sports culture.
"People are no longer just watching sport from a distance. They are reacting, sharing and building communities around it in real time,” al-Kuwari said.
He pointed out that Qatar is also well-positioned to strengthen its role as a hub for international sports collaboration. He pointed to the country’s track record in hosting major events and developing sports infrastructure, as well as its broader commitment to integrating sport with national development goals.
Future opportunities lie in linking sport more closely with education, culture, innovation and community development, he said. One such initiative involves collaboration with the Qatar Winter Sports Committee to launch a year-round winter sports development programme as part of the Qatar –Canada and Mexico 2026 Year of Culture partnership.
"These initiatives are valuable because they connect sport with broader national priorities,” al-Kuwari said, noting that they also support technical exchange and grassroots participation while fostering long-term partnerships.
He stressed that the aim is not only for Qatar to remain a global host of sporting events, but also to become a long-term partner in shaping how sport contributes to international co-operation.
Al-Kuwari also highlighted the important role of the private sector in advancing sports diplomacy. He said sustainable development in sport requires collaboration across a wide range of stakeholders, including companies, sponsors and industry partners.
"The private sector helps scale programmes, support innovation and create platforms that reach wider audiences,” he said, adding that such partnerships bring valuable expertise in areas such as technology, event management and youth engagement.
By working together, public and private entities can ensure that sports initiatives have a more lasting and practical impact, al-Kuwari added.