The race for the 2036 Olympic Games has already begun to unfold far from stadiums and tracks. In a move that combines sports diplomacy, media strategy and geopolitical ambition, the state-owned broadcaster BeIN Sports secured the broadcast rights for Los Angeles 2028 across the Middle East and North Africa (MENA) region. The agreement, signed by International Olympic Committee (IOC) President Kirsty Coventry and BeIN President Nasser Al-Khelaifi, was finalized during the final days of the Milano Cortina Winter Games, in a moment loaded with symbolism.
Although BeIN does not formally play a role in Qatar’s bid to host the 2036 Games, the move strengthens the country’s international positioning. Qatar is engaged in an ongoing “continuous dialogue” with the IOC regarding a potential bid, in what could become a high-profile contest against Ahmedabad, in India. In that equation, the ability to project Olympism into millions of homes across the MENA region becomes a strategic asset that goes far beyond simple television broadcasting.
The power of legacy and infrastructure as a central argument
Qatar’s 2036 ambition is largely built on the legacy of the 2022 FIFA World Cup. The country claims that 95% of the venues required for an Olympic Games are already built and operational, a figure aimed at addressing one of the modern Olympic movement’s main concerns: financial and environmental sustainability. Doha is a compact city, supported by a modern metro system developed for the World Cup and Hamad International Airport, now established as a global transport hub—elements that reinforce its narrative of logistical efficiency.
Qatar’s Olympic history is relatively recent—its committee was recognized by the IOC in 1980—but over the past two decades it has systematically invested in sports infrastructure and international events. The aspiration to become the first Arab nation to host the Olympic Games forms part of a broader global positioning strategy, in which sport acts as a tool of influence and international identity-building.
A political and symbolic battle with India on the horizon
A potential Qatari bid would not be without controversy. Criticism regarding LGBTQ+ rights and the country’s limited historical development of women’s sport remain sensitive issues in the international debate. Qatar did not send female athletes to the Olympic Games until London 2012, and in Paris its female representation was minimal. These precedents could become a focal point of scrutiny if the bid progresses to more formal stages.
Meanwhile, India is emerging as a heavyweight competitor. Ahmedabad, hometown of Prime Minister Narendra Modi and a stronghold of the BJP, benefits from solid domestic political backing. Nita Ambani, an IOC member since 2017 and one of the country’s most influential business figures, has intensified her diplomatic efforts since Paris 2024. According to estimates published in India, hosting the Games in Ahmedabad could cost around $7.5 billion—a record figure that would exceed the projected $5 billion budget for Los Angeles 2028. On this global chessboard, broadcasting the Games may become more than a media business—it could represent the first visible step toward a broader Olympic ambition.
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