Qatari Media Between Finance and Sports: The Case of Achraf Hakimi as a Model
Ahmed Oussar
The Qatari network “beIN Sports” has stirred significant controversy with its handling of the Ballon d’Or coverage, exhibiting blatant bias in its reporting and overlooking prominent names, including Moroccan player Achraf Hakimi. This stance has once again highlighted a deep crisis within sports journalism, where it has transformed into a propaganda tool bowing to financial and commercial interests, rather than being a neutral professional platform.
The historical relationship between sports and capital shows that the moment of “alliance” between the two was a turning point. For decades, thinkers within the Olympic movement have warned of the dangers of succumbing to market temptations, yet economic dominance has shattered the ethical boundaries of sports, plunging it into pure commercial logic. Sports journalism, as part of this system, has ceased to be a mere transmitter of information or a platform for discussion; it has become a link in the chain of entertainment production directed by the interests of advertisers and sponsors.
In this context, “beIN Sports” serves as a clear example. The network possesses immense potential, yet it has opted to dive into targeted propaganda that neither serves its audience nor respects standards of independence. Its recent coverage of the Ballon d’Or highlighted certain names, such as Ousmane Dembélé and Lamine Yamal, while relegating players of Achraf Hakimi’s caliber to the sidelines. The outcome was not merely a professional error but an indication that the network is reshaping its priorities according to market demands, rather than the values of sports or the principles of journalism.
The loss here is not just for Hakimi or any other sidelined player; it fundamentally reflects a loss of credibility for the media institution itself. When media relinquishes neutrality and becomes a polishing tool, it loses its professional shine and becomes a part of the machinery that manipulates public opinion.
The Hakimi case reveals that the real battle is no longer only on the fields but also in newsrooms and broadcasting studios. This raises the question: Can sports reclaim its human and ethical dimensions in an era where capital imposes its agenda on everyone?
