This study investigates the use of sports in promoting national identity. It explores how the intersection between soft power and nation branding helps shape and project national identity, and how this can be leveraged to further foreign policy goals. The study examines Qatar's hosting of the 2022 World Cup in an attempt to understand the country's efforts to harness sport in pursuing social and political goals. It looks into the motivations behind Qatar's substantial investment in this event and its projections of a unique "glocal" identity that blends the nation's global aspirations with its local heritage and history. Additionally, the study focuses on the architecture of sport stadiums as tangible representations of soft power and a means of promoting Qatar's glocal identity.