The largest country in the Middle East, the only candidate for the organization of this edition, won the prize through partnerships, investments, sponsorship, memoranda of understanding with different federations… So many elements which have also served at the same time as a diversion for a country which constantly neglects human rights (and many others).
In the eyes of Crown Prince Mohammed Ben Salman, football is a vector, a way to clean up the image of his country, to speak to his people or even to diversify his country’s economy (oil is not eternal) . If the ambition to organize the 2030 World Cup with Greece and Egypt has evaporated, the kingdom has, alone, focused its efforts on 2034. Reason why it has done everything to turn around as much as possible. eyes and interest towards him. Demonstration.
Fifa has entered into a partnership with the Saudi state oil company.
A canvas that encompasses Beerschot
In 2024 alone, Saudi Arabia has organized the Spanish, Italian and CAF Super Cups, but also the Egyptian Cup final. In La Liga, it’s hard to miss the “Visit Saudi” and “Riyadh Season” posters. While the Atlético Madrid stadium was renamed: “Riyadh Air Metropolitano”. Riyadh Season, the Middle East’s largest entertainment festival, is also featured on the Roma jersey. The PIF, the Public Investment Fund of Saudi Arabia, has set its sights on the Premier League by taking over Newcastle. For his part, Abdullah bin Musaid Al Saud, member of the royal family and former Minister of Sports, is the owner of a multi-club network including Al-Hilal, Kerala United, Sheffield United and… Beerschot.
Human rights, ecology, temperatures, boycotts: the 2034 World Cup already raises many questions
Unsurprisingly, Europe is not the only target audience. Concacaf, the confederation which brings together North America, Central America and the Caribbean, has for example enjoyed sponsorship contracts with the PIF, Riyadh Air and, above all, Aramco. Even more worrying: this Saudi public oil company signed a partnership with Fifa in 2024. An agreement which sparked an outcry. In October, 100 women’s players signed an open letter for FIFA to publish, criticizing the Saudi record in terms of violating human and women’s rights, but also Aramco’s contribution to global warming.
The rise of the Saudi Pro League also coincides with the ambitions of Saudi Arabia, with the arrivals of stars like Cristiano Ronaldo, Neymar, Karim Benzema, Riyad Mahrez, N’Golo Kanté and Sadio Mane. “The Saudi plan for the 2034 World Cup is inspiring for so many young players, with the promise of growing together”declared CR7.
