This introductory chapter frames the 2022 FIFA World Cup in Qatar as a pivotal mega-event at the intersection of sport, media, and politics. It highlights the tournament’s role as a stage for soft power, nation branding, and “sportswashing,” while also acknowledging the intense global scrutiny it attracted over human rights and corruption. The analysis positions the World Cup as a landmark case of increased mediatization, where critical reporting and digital counter-publics challenged official narratives. The chapter concludes by previewing the volume’s contributions, which collectively examine the event as a contested arena for geopolitical influence, democratic expression, and the future of mega-events.