Sports and leisure campaigns for migrant workers in Qatar: including the excluded

Abstract

ABSTRACT Purpose The authors assess the effectiveness of campaigns designed to increase the sport activities of migrant workers in Qatar, host nation of the FIFA Men’s World Cup Qatar 2022TM. Design The authors used the integrative model of behavioral prediction (IM) as a guide and conducted ethnographic interviews with migrant workers in Qatar. Findings The results suggest that the respondents have very low participation rates, positive attitudes towards the sports campaigns and desire to participate more but are hampered by environmental factors beyond their control including time off of work, transportation and money. Contribution Utilization of external factors is necessary for the management and assessment of sports campaigns targeted at migrant workers and by extension, other populations. Implications The inclusion of external elements from the IM is especially important in the design of sports campaigns targeted at migrant workers. Focusing exclusively on internal perceptions, attitudes and beliefs risks missing the factors that prevent the campaigns from succeeding. Originality Sports opportunities are not often targeted at migrant laborers nor assessed; the study fills this gap. The external factors from the IM are underutilized. The study addresses this gap and provides valuable insight that can guide the management and assessment of sports and leisure opportunities for migrant workers.