This study examines the impact of digital public relations tools, new technologies, and artificial intelligence techniques in transforming sports events into engines for investment and strengthening national identity. Using the FIFA World Cup Qatar 2022 as a model, the research explores how digital communication strategies, AI-powered engagement, and technological innovations contributed to enhancing economic returns, global visibility, and national branding. The study highlights key digital PR strategies, including AI-driven content creation, immersive fan experiences, real-time data analytics, and social media engagement, demonstrating their role in maximizing audience interaction, sponsorship value, and international perception. Additionally, it investigates how Qatar successfully utilized these tools to reinforce its national identity by showcasing cultural heritage, technological advancements, and organizational excellence. Findings suggest that the strategic integration of digital PR and AI in sports events can significantly boost investment opportunities and long-term national branding. The research concludes that leveraging emerging technologies in public relations is essential for optimizing the economic and social impact of global sporting events. Future studies may further explore the adaptability of these strategies across different sports industries and cultural contexts.