Saudi Arabia is making waves in the world of sports, securing more than 900 sponsorship deals as it positions itself to host the 2034 FIFA World Cup. The kingdom’s sponsorship agreements span across various sports, with a notable focus on football, as it prepares for what is expected to be a controversial decision in December, when it will be awarded the tournament without a formal vote.
The deals reflect Saudi Arabia’s growing influence in global sports, with 194 sponsorships directly tied to football. These include multi-million dollar agreements involving state-owned entities like Aramco, the oil giant, which has secured deals to sponsor the 2026 men’s World Cup, the 2027 women’s World Cup, and various global age-group tournaments. The Saudi Public Investment Fund (PIF), which owns English football club Newcastle United, has also struck 346 deals across multiple sports, including boxing, golf, and esports.
Over the past two and a half years, Saudi Arabia has built an impressive network of formal agreements with football federations worldwide. In total, it has signed 48 memorandums of understanding, including recent partnerships with countries such as Ukraine, and regional organizations like the Oceania Football Confederation and the Confederation of African Football. These collaborations are typically focused on knowledge sharing and development within the sport, though critics argue that these ties signify the kingdom’s broader geopolitical ambitions.
The country’s sponsorship efforts, particularly in football, have been met with some controversy. Aramco’s $100 million annual partnership with FIFA has faced criticism, with over 100 women’s footballers signing an open letter urging FIFA to reconsider the deal over concerns about Saudi Arabia’s human rights record and environmental impact. However, these protests have not led to any significant changes.
Saudi Arabia’s growing grip on international sport is also reflected in its leadership roles. Play the Game’s research reveals that 1,412 positions across 207 entities in Saudi Arabia are held by key members of the country’s political elite. These figures, including Newcastle United chairman Yasir Al-Rumayyan, who holds 22 roles in various entities, have raised concerns about potential conflicts of interest.
The decision to award Saudi Arabia the 2034 World Cup is set to be made on December 11, with FIFA’s executive committee expected to approve the bid without a formal vote, a move that has sparked disquiet among some football federations. Critics have expressed concerns about the rushed nature of the process, as well as the potential political motivations behind the decision.
Despite the growing criticism, Saudi Arabia’s investments and strategic partnerships signal its desire to reshape its global image and solidify its position as a key player in the sports world. With the 2034 World Cup on the horizon, the kingdom’s sports initiatives, including its sponsorship deals and high-profile events like the Riyadh Season, are likely to continue making headlines in the coming years.
