Yet as Eurosport investigated further it quickly became apparent that the story's inspiration appeared to lie in a spoof French article by website Les Cahiers du Football, with almost all the details in The Times found within their story of March 10.
Jerome Latta, who wrote the article for Cahiers du Football, subsequently explained to French online publication Rue89 that he believed the story had been spread because it had an air of plausibility.
"I swear it's come entirely out of my imagination," Latta said. "I don't have a source.
"I don't know whether the project is plausible, because fans and governments might block it from happening. But in any case you can imagine it.
"The football industry has evolved so much in these last few years and as it comes in the context of a European financial crisis (as my made-up Qatari source says in the article), it seemed possible."
Amongst the details common to both stories were that the organisers aim to begin the tournament in 2015, and stage it every two years. It would be held in the summer at six cities across the Gulf.
Kay took to Twitter to defend his scoop, saying Cahiers du Football "was 100% not the source of my story, as I suspect Cahiers (with their 'DFL' imagery) know."
But in response, Cahiers du Football said: "What do you 'suspect'? We made it all up, including the picture... We know nothing about your source, if it exists."