The primary literature on media and broadcasting reveals how the landscape has been changing by advances in new information and communication technologies. This case study aims to analyse the emerging issues related to the use of broadcasting and social networking focusing on the Twitter accounts of a sport association, the Qatar Football Association, and a mega event to be hosted in Qatar, the FIFA 2022 World Cup. The case study will analyse and discuss findings, in relation to the previously presented theories, and provide points for debate about the current and future panorama of sport broadcasting.