Last November, exhilarated Saudi soccer fans celebrated their national team’s astonishing victory over Argentina at a Doha hotel bar, signaling their aspirations for Saudi Arabia to become an even greater force in global football. Fast forward to today, and the ambitious plans of the Kingdom, led by Crown Prince Mohammed bin Salman, have set the stage for Saudi Arabia to host the 2034 World Cup.
A Vision of Grandeur:
Propelled by post-victory euphoria, Saudi soccer enthusiasts shared plans for a joint bid involving Egypt and Greece for the 2030 World Cup. Riyadh was eager to invest in the associated infrastructure of the partner countries and bring the tournament to the Middle East. While initially sounding far-fetched, this proposal allowed Saudi Arabia to set its sights on the global stage, ready to leave a lasting mark on football history.
The Path to 2034:
As fate would have it, the joint bid dream was usurped by a different alliance. Uruguay, Argentina, Paraguay, Spain, Portugal, and Morocco clinched the hosting rights for the 2030 tournament, spanning both sides of the Atlantic. This announcement paved the way for Saudi Arabia to claim sole hosting rights for the 2034 World Cup. Concerns surrounding Australia’s potential bid quickly dissipated, leaving Saudi Arabia as the uncontested candidate.
Football’s Centrifugal Forces:
The decision to award the World Cup to Saudi Arabia raises questions about the influence of money and sport in today’s world. Under Crown Prince Mohammed bin Salman, the Kingdom has invested over $1 trillion in sports and sports-related projects, reaping substantial returns. Critics argue that this ambitious plan is merely a form of “sportswashing,” aimed at deflecting attention from human rights concerns, stoking nationalism, and enhancing national prestige.
Challenges and Controversies:
While Saudi Arabia aims to showcase its sporting prowess, the nation faces deep-seated challenges. Human rights abuses, including the murder of journalist Jamal Khashoggi, repressive policies, mass executions, and mistreatment of migrants at the Saudi-Yemen border, have frequently drawn international criticism. Hosting the World Cup will likely intensify scrutiny and resurrect concerns about labor rights, inclusiveness, and adherence to international norms.
The Rebranding Agenda:
Beyond the economic justification of boosting tourism, Saudi Arabia seeks to reposition itself as a key player straddling the Global North and South. The ambitious sports projects and hosting of prestigious events aim to attract its educated diaspora back home and project an image of global prominence. Bin Salman’s vision hinges on presenting Saudi Arabia as a progressive, technologically advanced nation and a bridge between cultures.
As Saudi Arabia secures its bid to host the 2034 World Cup, the world’s attention turns to the implications of this decision. While the Kingdom aspires to put on a grand spectacle and strengthen its position on the global stage, the controversies surrounding its human rights record and political policies will undoubtedly resurface. The next 11 years will likely be fraught with challenges, testing Saudi Arabia’s ability to strike a balance between football excellence, international expectations, and domestic aspirations.
Market Capital Research 