Saudi Arabia has embarked on an unprecedented campaign to solidify its position as a global leader in sports, sealing over 900 sponsorship deals across various disciplines. This aggressive strategy is part of its preparations for hosting the 2034 FIFA World Cup, a decision set to be confirmed in December. The Kingdom’s approach reflects a broader effort to redefine its global image and leverage sports as a tool for geopolitical influence.
Central to this strategy are 194 sponsorship deals specifically tied to football. These include partnerships forged by Aramco, Saudi Arabia’s state oil giant, which has secured significant sponsorships for the 2026 men’s World Cup and the 2027 women’s World Cup, among other major competitions. Aramco’s $100 million annual partnership with FIFA has drawn criticism from various quarters, including calls for reconsideration on humanitarian and environmental grounds. Despite the backlash, the Kingdom has pressed ahead, underscoring its commitment to integrating sports into its national and international strategy.
Beyond football, Saudi Arabia’s influence spans multiple sports, including boxing, esports, and golf, further evidenced by initiatives like the “Riyadh Season.” This annual series of events has become a showcase for the country’s capability to host high-profile competitions, including a heavyweight world championship boxing match. The Saudi Public Investment Fund (PIF) and its subsidiaries play a pivotal role in this expansion, accounting for 346 sponsorships across a range of sports. PIF’s involvement in sports has not been without controversy, especially given its ties to key figures in Saudi Arabia’s political elite.
The Kingdom’s efforts extend beyond financial investments. It has signed 48 memorandums of understanding with football federations worldwide, focusing on knowledge-sharing and collaboration in sports development. These agreements, while not uncommon in football, underscore Saudi Arabia’s diplomatic reach and ambition to become a central player in global sports governance. Notable collaborations include deals with the Football Association of Ukraine and federations in Oceania and Africa. Such alliances bolster its influence and pave the way for hosting significant events, including the unopposed bid for the 2034 World Cup.
The seamless path to securing the 2034 World Cup highlights the extent of Saudi Arabia’s clout in international football. The decision to award the tournament is expected to occur during an online meeting without a formal vote, raising concerns about the transparency and inclusivity of the process. Some football officials have expressed unease over the rushed and remote nature of this decision, which appears to prioritize expediency over broader consultation.
Saudi Arabia’s strategy is not without its detractors. Human rights organizations and critics have accused the country of sportswashing using sports to divert attention from its human rights record and other contentious issues. Recent evaluations of its World Cup bid, which awarded the proposal a record-high score, have been met with skepticism. Critics argue that such assessments gloss over concerns regarding workers’ rights, environmental policies, and broader ethical considerations.
Underlying the Kingdom’s sports strategy is a tightly knit connection between state mechanisms and sports governance. Research highlights how political elites occupy key roles across 207 Saudi entities involved in sports, with figures like Yasir Al-Rumayyan holding multiple influential positions. This interdependence raises questions about potential conflicts of interest and the ethical implications of intertwining state agendas with global sports initiatives.
Despite the controversies, Saudi Arabia’s investments and partnerships have reshaped the global sports landscape. Its ability to attract and host marquee events positions the Kingdom as a formidable force in international sports. The scope and scale of its ambitions reflect a deliberate strategy to use sports as a platform for projecting soft power and redefining its global standing.
While the Kingdom’s plans for the 2034 World Cup and beyond continue to unfold, the broader implications of its approach remain a subject of intense debate. Proponents argue that such investments bring economic growth and foster international collaboration, while critics contend that they divert attention from pressing issues. Regardless of perspective, Saudi Arabia’s sports strategy is a defining feature of its vision for the future.
