Abstract

This study examines the impact of Arab sports commentators on audience reactions during the FIFA World Cup Qatar 2022, focusing on emotional engagement and cultural identity. Using a quantitative research approach, an online survey of 182 Jordanian football viewers (aged 18 years and above) was conducted, employing Likert-scale questions to measure emotional responses, commentator preferences, and overall engagement. Descriptive statistics and thematic analysis revealed that Arab commentators significantly shaped audience emotions, particularly during key moments like goals or controversial decisions, with 75% of respondents reporting heightened excitement due to the commentators’ tone and style. Popular commentators such as Issam Alshawali and Hafeez Daraji stood out for their ability to blend game knowledge with cultural references and emotional intensity. The overwhelming preference for Arabic commentary highlighted the role of language and dialect in fostering cultural pride and a sense of community. The findings revealed that 94.5% of respondents prefer Arabic commentary, emphasizing the importance of language in fostering cultural pride and community connection, which has not been extensively documented in earlier research. Furthermore, the use of humor, enthusiasm, and culturally relevant storytelling by commentators enhanced the viewing experience, contributing to long-term fan loyalty. Overall, the study concludes that Arab sports commentary goes beyond simple narration, serving as a powerful tool in shaping emotional and cultural connections during global football events like the World Cup.