​Simon Anholt evaluates the processes of building a national brand based on the presence, or absence, of three necessary factors: a well-defined strategy, the substance on which the strategy is based, and accompanying symbolic steps. Building on Anholt's work, this study explores Qatari strategy, which utilises media and sports as two public diplomacy tools to create a positive international reputation of a newly emerging country that, despite its size, has become a major global actor. The paper reviews Doha's strategy to combine organising and participating in huge sporting events, build state of the art sports facilities, and invest media presence in events. The study unpacks characteristics of this strategy in building the national brand through media and sports, while identifying the most important steps taken to achieve the goals of this strategy.