Declared candidate to host the 2034 World Cup, Saudi Arabia has decided to increase its chances by officially investing in FIFA through its state-owned oil company, Aramco.
This new partnership aligns with the strategy of its Crown Prince Mohammed bin Salman, who aims to transform the powerful Gulf monarchy into a business and tourism hub to reduce its reliance on oil. It also confirms Saudi officials’ intention to leverage sports as a tool of influence.
Saudi Arabia is steadily advancing in the world of football. Eager to rival their Qatari neighbors, who hosted the previous World Cup, the Saudis have embarked on an extensive economic and social reform program named “Vision 2030.” This initiative aims to diversify the country’s economy away from oil while improving its international image following controversies such as the Yemen war since March 2015 and the assassination of journalist Jamal Khashoggi in the Saudi consulate in Istanbul, Turkey, in 2018. As part of this effort, the world’s leading crude oil exporter, engaged in a geopolitical strategy, continues to invest billions of dollars in sports. Already named host of the 2029 Asian Winter Games, despite environmental concerns, the kingdom led by Crown Prince Mohammed bin Salman also hosts numerous competitions.
From hosting Formula 1 Grand Prix and the Dakar Rally to the Saudi Tour, Saudi Arabia, which will also host the Asian Games in 2034, now aims to establish a lasting presence in global football. In recent months, the largest economic power in the Arab world, often criticized for human rights violations, has made headlines with a flurry of activity in the transfer market. Similar to China, which became the sixth-biggest spender in global transfers in 2015, attracting players like Alex Teixeira, Jackson Martinez, Hulk, Oscar, and Ezequiel Lavezzi, or Qatar, which signed aging stars like Brazilian Romario (Al-Sadd, 2002-2003) or 1998 World Cup champion Marcel Desailly (Al-Gharafa, 2004-2005), Saudi Arabia has brought a host of stars (including Cristiano Ronaldo, Karim Benzema, N’Golo Kanté, Seko Fofana, Sadio Mané, Sergej Milinkovic-Savic, Riyad Mahrez, Neymar, and Fabinho) to its shores. This spending spree, led by the Public Investment Fund (PIF) of Saudi Arabia, aims to achieve three goals: establish a presence in global football, prepare for a post-oil era, and enhance attractiveness for a potential home World Cup. Despite massive investments, sporting success is still awaited, especially after Saudi Pro League clubs’ disappointing performance in the AFC Champions League.
A Multi-faceted Partnership
More than ever in the race to host the 2034 World Cup, Saudi Arabia has decided to invest in FIFA to increase its chances. This Thursday, Aramco, the Saudi state-owned oil company, became a “major global partner” of FIFA until the end of 2027. This four-year agreement allows the oil giant to support FIFA with rights covering several events, including the 2026 men’s World Cup in the United States, Canada, and Mexico, and the 2027 women’s World Cup. Though the exact amount of this partnership hasn’t been disclosed officially, The Times recently speculated about an agreement worth around $11 billion over the contract’s duration. This substantial investment not only secures the organization of the 2034 World Cup but also extends Saudi Arabia’s influence on the global stage.
“This partnership confirms Saudi Arabia’s strategy in football and its intensification. We’ve seen phases of the project, from the arrival of Mohammed bin Salman and the initial transfers to Cristiano Ronaldo’s arrival, and then a further phase last summer with the transfers of Neymar and several European stars, along with sponsorships of foreign competitions, shirt sponsorships, and now Saudi Aramco sponsoring FIFA. This places Aramco as one of the top football sponsors, akin to what Gazprom did. We might also see involvement from companies like Saudia Airlines, in addition to Riyadh Season, which already sponsors clubs like AS Roma. This aligns with Saudi Arabia’s goal of intensifying its influence through football,” noted Jean-Baptiste Guégan, a geopolitical sports expert.
A Politically Incorrect Alliance
This partnership offers various opportunities for the largest Middle Eastern country. “This official partnership secures the 2034 World Cup regardless of what happens, increases revenue, and facilitates the hosting of international competitions like the Club World Cup in Saudi Arabia. If there’s ever a Super League, it’s likely that a Saudi representative will be involved because the financier will likely impose their representatives. Today, Saudi Arabia’s event strategy and use of football continue. It redistributes the cards and complicates matters. It’s another example of the world’s de-westernization through sponsors; they’re following the strategy applied by the UAE or Qatar, entering sports and international football through all possible avenues to become indispensable, influence, decide, and assert their interests,” added the author of “Mbappé’s Revolution” published by Michel Lafon.
Based on the principle of payer/decision-maker, Aramco’s entry into FIFA should also benefit Saudi Arabia locally. While this partnership already ensures the kingdom a prominent position in international decisions, it could also energize football in Asia. “With such a level of sponsorship from the Saudis, it should enhance their league, given that Saudi Aramco hasn’t spent as much as the PIF. Aramco has clubs under contract, so we can imagine that the economic power of the Saudi league will grow, translating into sporting prowess, even if results don’t yet prove it. It also raises questions about the trickle-down effect on Asian football. If you have a more financially attractive league, it could become more attractive in terms of sports, though this is currently unverifiable in terms of results or viewership, but we can imagine that the world will gradually take more interest in international Asian club competitions and possibly national teams,” Guégan explained.
While he emphasizes that this potential dynamism depends on the effectiveness, economic viability, and sustainability of Saudi investments, Aramco’s entry as a FIFA sponsor raises one last, significant question. By formalizing this partnership, FIFA has once again chosen money over ethics, at a time when the Gulf monarchy continues to be criticized for human rights violations and its poor environmental record. “All of this will question FIFA’s involvement in promoting human rights and will intensify the questions raised during the Qatar World Cup. Obviously, in this de-westernization of sports and its use by Saudi Arabia, it will question FIFA’s compliance practices because the authoritarian nature of the Saudi regime hasn’t changed, so it will be a controversial subject.” Nonetheless, Saudi Arabia, with its billions, continues to expand its international presence and may complement this sponsorship strategy with the creation of new tournaments or even a new frenzy in the transfer market in the coming weeks.
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