The 2022 Qatar World Cup will be a game-changer, tournament chief Hassan Al-Thawadi declared, facing down the many skeptics voicing serious reservations about the gas-rich Gulf state hosting the showpiece.
Al-Thawadi, appearing at a sports business conference in New York, was grilled on everything from corruption allegations dogging FIFA's pick of Qatar to worries that fans will not be able to get enough alcohol at the first World Cup in the Middle East.
Other questions focused on criticism of working conditions for migrant construction workers and a likely move in the calendar of the World Cup from the summer to the winter, a shift that has drawn howls from football leagues across the globe.
Al-Thawadi, who helped lead Qatar's bid committee and now oversees a massive building program in a country with little footballing infrastructure or history, sent a message of steely determination.
We are going to be ready, he said in an on-stage interview over 40 minutes, part of the Leaders Sport Business Summit.
Hopefully with every day that people see progress on the ground, they'll come round to the idea that the 2022 event is a game-changer.
Al-Thawadi reiterated that Qatar’s winning bid which was met with incredulity when it was announced in December 2010 -- had not broken any rules, amid constant claims of corruption at the heart of FIFA, football's world governing body.
"We have always maintained that we have full confidence in the integrity of our bid," Al-Thawadi said.
He acknowledged there will be less alcohol than usual in 2022, but said fans will still be able to drink.