A report by Arad Research evaluating the Welsh Government’s programme of activities to promote Wales as part of the FIFA Men’s World Cup 2022 has been published.

The Welsh Government-funded World Cup activity comprised:

• The Partner Support Fund (PSF) which funded 19 culture, sport and education organisations to deliver activities to celebrate Wales in the World Cup.
• An enhanced marketing campaign, promoting the Cymru Wales brand, focusing on increasing business and tourism activity in target markets
• Lleisiau Cymru World Cup Ambassadors – a new initiative consisting of a group of four individuals who worked to raise Wales’ profile internationally and to help create long-lasting positive perceptions and building strong relationships with key partners
• International events organised by the Welsh Government’s overseas offices, particularly in Qatar and the USA.

The report is available here