Saudi Arabia finds itself between ambitions and obstacles as it gears up for the 2034 World Cup

Saudi Arabia has officially been named[i] the host nation of the 2034 FIFA World Cup, becoming the second Gulf state to hold football’s most prestigious tournament after Qatar in 2022. This announcement, made last month, has drawn global attention[ii] and sparked a heated debate.

While Saudi Arabia and Qatar share similarities — both are absolute monarchies with economies reliant on energy exports and foreign labour — their differences in demographics, economic challenges, and strategic motivations highlight the unique significance of this event for Saudi Arabia.

Unlike Qatar, whose population is just 3 million — of which over 300,000 are full-fledged citizens — Saudi Arabia is home to 33 million people, 19 million of whom hold its citizenship. With an unemployment rate of 5%[iii] compared to Qatar’s 0.13% in 2023[iv], Saudi Arabia faces more pressing challenges in creating jobs and diversifying its economy away from its decades-long oil dependency.

Therefore, hosting the World Cup aligns with Crown Prince Mohammed bin Salman’s ambitious Vision 2030, which is meant to broaden its economy by boosting tourism, attracting foreign investment, and developing new economic sectors.

Mega-events like the World Cup are potent tools for public diplomacy and economic growth, and the stakes are exceptionally high for the Gulf monarchy. The tournament is the world’s most-watched sporting event, with an estimated 5.4 billion viewers tuning in and 3.4 million attendees
during Qatar’s 2022 edition.[v]

This represents a massive opportunity for Saudi Arabia to showcase its modernisation efforts, attract global attention, and promote its image as a forward-looking nation.

An ultimate test of bin Salman’s vision

One of the standout aspects of Saudi Arabia’s World Cup bid is the inclusion of Neom as a host city.[vi] Neom, an ambitious $500 billion megacity project built on the Red Sea[vii], is expected to house 300,000 residents by 2030.[viii] Hosting matches in a city that still needs to be created symbolises the bold vision of bin Salman’s agenda but also raises questions about the feasibility and costs of such an undertaking.

Saudi Arabia promised 11 stadiums for the tournament, which “have not been built yet,” according to Riyadh.[ix] Compared to building a city from scratch and considering the investment the kingdom is ready to make, building 11 stadiums might not seem a big issue.

In a recent podcast interview[x], Kristian Ulrichsen, author of a book examining Saudi Arabia’s transformation into a football hub, discussed how bin Salman, better known for his interest in video gaming, became an enthusiastic supporter of football.

Ulrichsen attributed this shift to the efforts of bin Salman’s advisors, who effectively highlighted football’s potential to reshape global perceptions of the kingdom. Using Cristiano Ronaldo as an example, Ulrichsen emphasised the influence of the football star’s half a billion social media followers in enhancing Saudi Arabia’s soft power whenever he shares glimpses of his life in the country following his transfer to Riyadh’s Al-Nassr FC in 2023.

The long shadow of sportswashing

Critics, however, have raised significant concerns. Like previous Saudi sporting investments, such as acquiring Newcastle United[xi] or signing Cristiano Ronaldo[xii], hosting the World Cup is seen by many as another instance of “sportswashing” — meaning, using high-profile sporting events to improve a nation’s global reputation while deflecting attention from controversial domestic issues.

Moreover, questions about FIFA’s bidding process, which lacked transparency after Australia’s sudden withdrawal[xiii] left Saudi Arabia unopposed, have further fuelled scepticism.[xiv] Accusations that FIFA prioritises financial incentives and political alliances over ethical considerations remain prevalent.

The most contentious issues also includes the treatment of migrant workers, who will play a critical role in constructing the infrastructure needed for the tournament. Critics fear that labour protections will remain inadequate, exposing workers to exploitation and poor conditions.

In response, Saudi Arabia’s bid documents have pledged[xv] to uphold international labour standards and ensure safe working conditions, but whether these promises will be met remains to be determined.

Environmental concerns are also mounting, as hosting the tournament in Saudi Arabia’s desert climate will require energy-intensive cooling technologies, exacerbating global emissions amid the climate crisis.

To address this, Saudi officials have committed[xvi] to aligning the tournament with the Saudi Green Initiative and implementing measures to minimise environmental risks, including sustainable building practices and waste management programs.

Looking ahead

Supporters argue that hosting the World Cup could bring tangible benefits, including greater international engagement and the potential for gradual social reforms. However, sceptics warn that these events may serve as a veneer for systemic issues, masking ongoing repression and inequality.

As Saudi Arabia prepares for the 2034 World Cup, the global community will watch closely. Will the event catalyze genuine reform and progress or reinforce concerns about human rights and environmental issues?

The tournament’s legacy will ultimately depend on how Saudi Arabia balances its ambitious vision with the ethical and social responsibilities of hosting the world’s most celebrated sporting event.