Olof Lundh also believes that it is about how much trade takes place between the countries.

- There is hardly anything heard about China where the Olympics are only a few months away, but everyone likes to talk about Qatar because it is a smaller trading partner than China.

It is a cynically crass world, he says.

Hear Olof Lundh's opinion on SVT and TV4 to broadcast the World Cup in the video above and more about sportswashing in the Foreign Office: Blood sports on SVT Play.