A report released on Monday highlights Saudi Arabia’s increasing influence and significant financial investments in global sports as it prepares to be officially named the host of the 2034 World Cup by FIFA. The report raises concerns about governance issues related to these developments.
According to Play The Game, a Danish sports ethics institute, Saudi Arabia has secured over 900 sponsorship deals, with more than a third linked to its $925 billion sovereign wealth fund. The kingdom’s extensive investments span various sports, including soccer, golf, boxing, tennis, and esports, as well as plans for a new ski resort. These efforts are culminating in FIFA’s anticipated announcement next week regarding the 2034 World Cup.
The relationship between FIFA President Gianni Infantino and Saudi Crown Prince Mohammed bin Salman has strengthened since 2018, despite ongoing global criticism of Saudi Arabia’s human rights record, particularly concerning women, migrant workers, and freedom of expression. Stanis Elsborg from Play The Game commented, “Saudi Arabia’s sports strategy seeks to divert attention from these realities, revealing the tension between the ideals of sport and the realities of power, money, and politics.” FIFA recently published an internal evaluation of the World Cup hosting plan, which largely praised the proposal while downplaying concerns about labor issues related to the construction of the 15 stadiums.
On December 11 in Zurich, FIFA will hold an online meeting with over 200 member federations to formally endorse Saudi Arabia as the 2034 host. This decision comes 14 months after a streamlined bidding process that resulted in only one candidate. Notably, nearly 50 voting federations have entered into agreements with the Saudi soccer federation, and various soccer bodies across North America, Africa, and Asia have established partnerships with the Saudi Public Investment Fund (PIF), state oil company Aramco, and the ambitious Neom megacity project.
The report, titled “Saudi Arabia’s Grip on World Sport,” asserts that the awarding of the World Cup is the result of years of strategic investments and behind-the-scenes maneuvering. In April, FIFA elevated Aramco to a major worldwide partner status, reportedly worth $100 million annually through 2027.
Yasir Al-Rumayyan, chairman of Aramco and governor of the PIF, oversees multiple initiatives, including the LIV Golf project, the new airline Riyadh Air, and the English Premier League club Newcastle. FIFA stated that Aramco and the organization aim to harness the power of football to create impactful social initiatives globally.
Saudi officials have consistently referenced the crown prince’s Vision 2030 program, which seeks to diversify the economy away from oil dependence and modernize the conservative society, offering opportunities to a youthful population. Infantino has not addressed international media or held a press conference since the Saudi candidacy was announced, and no media availability is planned following the December 11 meeting.
Further commercial deals involving Saudi Arabia are anticipated following the 2034 World Cup decision, potentially impacting the 2026 World Cup in North America and the revamped Club World Cup set to take place in the United States next year.
Dan Plumley, a sports finance expert at Sheffield Hallam University, remarked, “It’s very complex — there are lots of interlinked parts. We are living in a utopia if we think that sport and politics can be separated in the modern world because that’s impossible. There is always power, influence, and money, which ultimately dictates the direction of travel.”
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