Hadaf Global is a boutique senior advisory. We work with governments, federations, and international bodies to convert the power of sport into measurable social and diplomatic outcomes.
We are deliberately small. Every mandate is led by a partner. Our work sits at the intersection of sport, statecraft, and development.
We designed the FIFA World Cup Qatar 2022 legacy strategy. It remains the benchmark.
We build rooms that change what happens next.
Narrative is decided before the first journalist asks a question.
Hadaf Global is a boutique advisory specialising in sports diplomacy, sport for development, and legacy strategy. The firm was founded by Nasser Al Khori, whose work establishing the benchmark for human and social legacy at a FIFA World Cup has made him one of the most recognised figures in the field.
We work where influence is being built. That means Doha and Riyadh, but also Rabat and Dakar. Capitals where sport is a tool of statecraft, youth policy, and soft power.
Our clients are governments, federations, investment offices, international bodies, and brands. Our work is confidential, partner-led, and rooted in a conviction that the most consequential work in sports diplomacy and development is being done in the Global South.
Published thinking from our partners. Selected talks, podcasts, and long-form from the people on our mandates.
Sport does not happen outside of geopolitics. It happens inside it.
Jonathan Miseroy examines how nations use sport as an instrument of statecraft — from the FIFA World Cup to bilateral diplomacy. He traces the shift away from Western-led soft power frameworks and maps the emerging influence of the Global South in international sports strategy.
This is not a conversation about games. It is a conversation about power.
Sport reflects the world as it is. Football, more than any other game, holds that reflection most honestly.
Drawing on her work across women's football, storytelling, and the UNDP Sustainable Development Goals, Kely Nascimento argues that the freedom to write your own story is not equally distributed — and that sport, used with intention, is one of the most powerful tools we have to change that.
She speaks from the field, not the podium.
Sport has a mandate that extends beyond the final score.
At the Front Runners in Sport Management conference, Jonathan Miseroy examines how athletes, organisations, and stakeholders are being held to a higher standard — and what it means to meet it. From community development to sustainability and global collaboration, he makes the case that social responsibility is not a peripheral concern in sports management. It is the work.
We work with governments, federations, and international organizations. Reach out to discuss how we can support your objectives.
Msheireb Downtown Doha, Qatar
Riyadh, Kingdom of Saudi Arabia
