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Four years ago, Qatar captured the world’s attention when it made its historic debut as the host nation of the 2022 FIFA World Cup. Today, as the international football community gathers once again for the world’s biggest tournament, Qatar is making its mark on the pitch as an established, participating contender. While the tournament celebrates athletic achievement, it also provides a moment to recognise the people and institutions that have helped build the nation’s sporting story over the decades. Among them is Abdullah al-Mulla, director of the 3-2-1 Qatar Olympic and Sports Museum (QOSM), whose career has been closely linked to the growth of sport in Qatar and its rising international profile. “There is no doubt that sport, art and culture are elements that complement one another,” said al-Mulla, stressing that sport has always been closely connected to culture and identity. He was speaking in the latest episode of Evolution Nation, a cultural campaign led by Qatar Creates that celebrates the individuals who have contributed to Qatar’s development over the past five decades. “The Qatar Olympic and Sports Museum covers the history of sport, the global history of sport, the history of the Olympics, and the history of Qatar and its major contributions to the field of sports,” he said. As the first sports-related museum in the Middle East and home to the largest sports collection in the Middle East, North Africa, and South Asia, the museum takes visitors on an interactive journey through the history and legacy of sport and the Olympic Games. Spanning approximately 19,000 square metres, it houses hundreds of objects from around the world, tracing the development of sport from its earliest origins to the modern era. Located in Doha’s Aspire Zone and integrated into the side of Khalifa International Stadium, 3-2-1 QOSM opened in March 2022, just months before Qatar welcomed the world for the FIFA World Cup. Since then, it has become a destination that chronicles the stories, achievements and ambitions that have established Qatar as a leading centre for international sport. Combining historical collections with advanced technology, the museum presents an educational experience that highlights the importance of sport in Qatar while encouraging participation in physical activity and healthy lifestyles. Al-Mulla believes sport has been instrumental in raising Qatar’s international standing. “Qatar has placed itself on the global map through sport, which is a gateway to people’s hearts quickly, and with great enjoyment as well.” Having witnessed the country’s sporting growth firsthand, he remains modest about his own contribution. “Honestly, I consider myself a drop in the ocean within the story of sport in the State of Qatar. Being close to the pioneers of sport in Qatar has truly benefitted me a great deal. It shaped my talent in managing sporting events. We contributed to the success achieved by Qatar on the Gulf, Arab, Asian and global levels”. Al-Mulla stressed the importance of museums in preserving knowledge and inspiring future generations. He credits QM and its chairperson, HE Sheikha Al Mayassa bint Hamad bin Khalifa al-Thani, for advancing the nation’s cultural ambitions and encouraging greater public engagement with museums. “Every country in the world, when it establishes a museum, its goal is to strengthen culture, which naturally increases the level of education and raises the awareness of children and future generations,” he said. The Evolution Nation campaign forms part of Qatar Creates, the year-round cultural movement by QM shaping how people engage with art, design, food, fashion, film and sport in Qatar and beyond. As the national movement positioning Qatar as a global hub for art, culture and creativity, Qatar Creates brings together cultural initiatives, programmes and stories that showcase the country’s creative landscape to local and international audiences. Launched to mark 50 years since the establishment of the original National Museum of Qatar in 1975, Evolution Nation celebrates the individuals, institutions and ideas that have contributed to the country’s cultural development. Episodes of Evolution Nation are available on the Qatar Creates YouTube channel and across QM’s social media platforms, sharing the stories of the people behind Qatar’s continuing evolution as a cultural, creative and sporting nation.

3-2-1 Qatar Olympic and Sports Museum (QOSM) has opened “Sneakers Unboxed: Studio to Street”, a major touring exhibition from London’s Design Museum, making its Middle East debut in Doha until March 7, 2026.Unveiled by Qatar Museums (QM) Chairperson HE Sheikha Al Mayassa bint Hamad bin Khalifa al-Thani, the exhibition traces the design and cultural evolution of sneakers – shoes that began as athletic gear and grew into a global phenomenon shaping sport, style, and identity.Featuring more than 200 pairs of sneakers displayed alongside photographs, films, and archival materials, the exhibition offers an immersive journey through sneaker history.Highlights include rare and limited-edition designs as well as an exclusive presentation of Virgil Abloh’s celebrated sneaker creations.“’Sneakers Unboxed: Studio to Street’ reflects our ongoing commitment to exploring the intersection of sport, design, and culture,” said QOSM president Sheikh Mohammad bin Abdulla al-Thani. “This exhibition celebrates how innovation and creativity have transformed something as everyday as a shoe into a global cultural phenomenon.”“By hosting this show in Doha, we continue to engage diverse audiences, inspire the next generation, and highlight the universal power of sport as a unifying force that transcends borders and disciplines,” he said.The exhibition explores sneaker culture through two key lenses: style and performance.The exhibition highlights how innovation and design have revolutionised athletic footwear, transforming the way athletes train and compete.It also delves into the cultural impact of sneakers, revealing how they have become enduring symbols of identity, creativity, and self-expression across generations and communities.“Over the past 50 years, sneakers have evolved from a sports shoe to the most prominent form of footwear in the world with well over a billion pairs sold last year alone,” said Design Museum chief executive and director Tim Marlow. “This exhibition explores a global design phenomenon that has fascinated everyone from sneakerheads to world class athletes, a complex and captivating mixture of technical innovation, high performance problem solving and street-style sub-cultures.”“Sneakers Unboxed” in Doha is part of the legacy of the Qatar-UK 2013 Year of Culture, a wide-ranging celebration of shared cultural ties between Qatar and the UK.The exhibition is presented as part of "Evolution Nation", an 18-month campaign honouring Qatar’s cultural journey over the past 50 years, since the founding of the National Museum of Qatar.Curated by Qatar Creates, the national movement positioning Qatar as a global hub for art, culture, and creativity, Evolution Nation highlights both the nation’s cultural milestones and its aspirations for the future.

The Organizing Committee of the FIBA Basketball World Cup Qatar 2027 has taken a major step toward strengthening the cultural and heritage dimension of the tournament by signing a landmark cooperation and cultural partnership agreement with the 3-2-1 Qatar Olympic and Sports Museum, the Qatar Basketball Federation, and the FIBA Foundation (the social and legacy arm of the International Basketball Federation).At the outset of the signing ceremony, Mohammed Saad al-Rumaihi, Chief Executive Officer of Qatar Museums, and Mohammed Saad al-Mughaseeb, Director General of the Organizing Committee of the FIBA Basketball World Cup Qatar 2027 and President of the Qatar Basketball Federation, expressed their profound gratitude to His Excellency Sheikh Joaan bin Hamad Al Thani, President of the Organizing Committee of the FIBA Basketball World Cup Qatar 2027, and Her Excellency HE Sheikha Al Mayassa bint Hamad al-Thani, Chairperson of Qatar Museums' Board of Trustees, for their unwavering support in advancing both the sporting and cultural sectors through the integration of culture and sport.The cooperation and cultural partnership agreement was then signed by Mr. Mohammed Saad Al-Rumaihi and Mr. Mohammed Saad Al-Mughaseeb, in the presence of Mr. Abdullah Yousuf Al-Mulla, Director of the 3-2-1 Qatar Olympic and Sports Museum, and Mr. Fahad Ibrahim Gumaa, Executive Director of Strategic Planning and Integration at the Organizing Committee, alongside guests and representatives of media outlets.This agreement seeks to create a comprehensive framework for collaboration and coordination, paving the way for educational, awareness, marketing, and documentation initiatives that showcase the legacy of basketball at both the local and international levels. It also reinforces Qatar’s standing as a premier global hub for sport and culture.Under the agreement, the partners will host joint exhibitions and showcases on basketball heritage at the 3-2-1 Museum, organize community and interactive fan events both inside and outside the museum, and deliver educational programs, school visits, and workshops exploring the history of the game and its leadership. The initiative will also document the history of basketball in Qatar through collections, digitization, and oral history, while granting access to FIBA’s historical archive for research purposes.On the promotional front, the partners will launch joint digital campaigns, develop commemorative merchandise, and create retail opportunities tied to the World Cup. As part of the legacy and artistic development strand, plans include building community courts decorated with art inspired by the 2027 World Cup, launching joint initiatives to develop coaches, and collecting and preserving memorabilia for future generations.On this occasion, Mr. Mohammed Saad Al-Rumaihi said: We believe that sport and culture are powerful tools for encouraging community engagement and strengthening national identity. Through them, creativity flourishes, social cohesion is reinforced, and innovation grows , all of which are fundamental pillars for building a diverse, knowledge-based society.He added: “In this context, I wish to express my appreciation to our partners at the Qatar Basketball Federation and the Organizing Committee of the FIBA Basketball World Cup Qatar 2027 for this constructive collaboration. Together, we look forward to achieving great successes that will leave a lasting legacy for Qatar’s hosting of the FIBA Basketball World Cup 2027.”Mr. Mohammed Saad Al-Mughaisib said: “This partnership connects our proud sporting history with our thriving present and bright future. The museum preserves our achievements and showcases our sporting heritage, while the tournament opens doors to a global legacy, highlighting Qatar as a leading sports destination. Through this collaboration, we aim to offer fans and visitors a one-of-a-kind experience that goes beyond the court—blending the excitement of sports with culture and knowledge, while inspiring future generations through events that celebrate basketball’s legacy.”At a press conference held on the sidelines of signing ceremony, Abdullah Yousuf al-Mulla, Director of the 3-2-1 Qatar Olympic and Sports Museum told the media that the agreement plays a vital promotional, cultural, and educational role in introducing the world to Qatar’s rich culture and its proven ability to host major sporting events. He added that the museum serves as a strategic partner in advancing Qatar National Vision 2030 through programs, workshops, cultural sports exhibitions, and school visits that allow students to engage directly with global basketball stars.For his side, Fahad Ibrahim Gumaa, Executive Director of Strategic Planning and Integration at LOC, noted that this partnership aims to promote basketball and the FIBA Basketball World Cup Qatar 2027, while continuing to build collaboration and investment to connect people across the region and the world with Qatar’s sporting legacy. He highlighted that the initiative will also educate fans and showcase the memorabilia of legendary basketball players, as part of Qatar’s ongoing cooperation with FIBA.