The market value of Saudi Arabia’s sports sector has reached SR32 billion (US$8.5 billion) since 2016.
Saudi Arabia’s Vision 2030, which launched in 2016, aims to diversify the nation’s economy beyond the oil industry, with sport a key pillar of the programme. Indeed, it has been a challenge to keep track of the kingdom’s sprawling and eclectic portfolio, which now encompasses everything from soccer and golf to boxing and esports. Saudi arguably reached its sporting zenith to date when it was confirmed last December as host of the 2034 Fifa World Cup, an event for which it was the sole bidder.
The country, though, has no plans to scale back its sports activity after nearly a decade of aggressive expansion. Indeed, according to Al-Mubarak, sport has evolved from being a complementary sector in Saudi into one that is reshaping the national economy and attracting investment, with plans in place take make it easier for investors to enter the sports market.
“The Ministry of Investment is working in an integrated partnership with the Ministry of Sports, the Public Investment Fund, sports federations, and all relevant entities to enable investors to enter the sports market with ease and transparency, based on modern legislation,” said Al-Mubarak, who was speaking at the Sports Investment Forum in Riyadh this week.
“This is achieved through initiatives, most notably developing a map of investment opportunities in the sports sector, which includes infrastructure such as the construction of stadiums, training complexes, private clubs, and smart sports facilities; sports services such as marketing, media, sponsorship, and consulting services; sports technologies such as artificial intelligence in sports performance, rehabilitation technologies, and interactive digital platforms; and sports tourism, specialising in the development of tourism programs and packages that attract visitors to attend tournaments or practice sports in the kingdom.”
Al-Mubarak said that Saudi Arabia has set a target of its sports sector being worth more than SR80 billion (US$21.3 billion) by 2030.
FSB is the most important trade fair dedicated to sports facilities in Europe. How did you come to the decision to locate it in Riyadh? Which is the connection with upcoming sports events, such as the Fifa World Cup 2034 with all the new infrastructure that is planned?
FSB Sports Show Riyadh is independent of upcoming major sports events! It is designed to look beyond them, focusing on the long-term future of urban living in Saudi Arabia. Our market research confirmed that Vision 2030 extends far beyond events such as the FIFA World Cup 2034 or the Asian Winter Games. The Kingdom is making significant investments in public, school, and amateur sports facilities to enhance public health and increase sports participation, especially among younger generations.
Projects like King Salman Park in Riyadh and sports-oriented developments in NEOM/Trojena highlight this commitment. These investments align perfectly with FSB Sports Show Riyadh’s mission, making it the ideal platform to foster innovation and partnerships in the region’s evolving sports infrastructure landscape.
FSB Riyadh will be held in June, why did you choose this time of the year for holding the fair?
Well, the Saudi market is currently experiencing a surge in professional trade exhibitions, leading to high demand for rare venue slots. As a result, we had to decide whether we use this available option for our inaugural event – or not. Based on the quick development in this sector, we prioritized giving the industry an early platform in this dynamic market rather than waiting until 2026. A later launch would have meant missed opportunities for companies looking to establish themselves in this rapidly evolving landscape.
What are the main differences between this edition and the one in Cologne, in terms of organization, resources, spaces and sectors represented?
At its core, FSB Sports Show Riyadh carries the same DNA as FSB Cologne: the commitment to showcasing cutting-edge solutions in sports and leisure infrastructure and fostering industry dialogue. However, the key distinction lies in the audience and market approach.
FSB Cologne is the world’s leading trade fair for sports and leisure facilities, attracting a truly global audience of professionals, from urban planners to stadium operators. It serves as the ultimate platform for international networking and knowledge exchange.
FSB Sports Show Riyadh, on the other hand, is specifically designed for the Saudi market. It is tailored to the unique needs of the Kingdom, reflecting the country’s ambitious Vision 2030 and its vast investments in sports infrastructure, public health initiatives, and urban development.
How is the overall participation and the Italian one in particular going?
Three months before the event, FSB Sports Show Riyadh is almost sold out, confirming the strong demand in this dynamic market. Interest from Italy is strong, and we are still talking with interested companies.
They understand that participating in an early edition will create a real first-mover advantage in this huge market. Companies joining in 2025 can establish early connections with Saudi partners, before competition intensifies in 2026. In the Arab world, long-term personal relationships matter more than just technical specifications, making early engagement crucial for lasting success.
Currently, we have 12 exhibitors from Italy, making it the leading European participant. This underscores Italy’s strong commitment to the Saudi market and its expertise in sports infrastructure.
What were and what are the critical points of this new edition?
Time to market was and still is the most important challenge. We only launched this event in November 2024 with its first edition to take place in June 2025. For interested exhibitors this time frame is challenging. However, leveraging the first mover advantages gives a boost in interest in this first edition. With dmg events as our experienced partner, we are confident to deliver a world-class trade fair that benefits all participants. And the enthusiasm and support from all partners and participants have been remarkable.
RIYADH: Saudi Arabia’s sports sector market value is projected to hit $22.4 billion by 2030, up from $8 billion, driven by a surge in investments and a growing focus on the industry.
According to the report released by SURJ Sports Investments, a company under the Public Investment Fund, the Kingdom has hosted over 100 major international events across 40 different sports since 2019.
This growth supports Vision 2030’s goal of developing the Kingdom into a global sport and entertainment hub, with Middle East and North Africa sports market revenue projected to rise from $4.79 billion in 2024 to $5.57 billion by 2029, as per data from Statista.
Major events hosted by the Kingdom include the FIFA Club World Cup, the Saudi Cup horse race, and various Formula 1 races held in Jeddah.
“These efforts culminated in December with the Kingdom officially winning the right to host the 2034 FIFA World Cup,” said Danny Townsend, the CEO of SURJ Sports Investments.
Saudi Arabia’s commitment to sports development is evident in financial investments. SURJ’s report highlighted that the sector’s contribution to the Kingdom’s gross domestic product grew from $2.4 billion in 2016 to $6.9 billion in 2019.
Annual contributions are projected to reach $16.5 billion by 2030, accounting for 1.5 percent of the national GDP. Additionally, sports investments are expected to generate over 100,000 jobs in the next decade.
Key achievements in the sector include the launch of the Professional Fighters League Middle East and North Africa, supported by SURJ Sports Investments, marking the first regional mixed martial arts league.
“This initiative opens new avenues for athletes from Saudi Arabia and the Middle East to compete in this discipline,” Townsend added.
The sector also saw a rise in infrastructure spending, with plans for $2.7 billion to develop and renovate facilities by 2028, according to the report.
The growing enthusiasm for sports among Saudi citizens has been pivotal. Participation rates in physical activities have increased, with 50 percent of the population now exercising regularly, up from 13 percent in 2015.
This shift has been supported by initiatives like the “Sports for All Federation,” which engaged over 295,000 participants in community programs in 2023 alone.
Female participation has also increased by 400 percent since 2015, and women now make up 45 percent of community sports club members. A total of 97 female coaches were registered in 2023, reflecting a 61 percent year-on-year increase.
Saudi Arabia’s investment in esports and digital gaming is another growth frontier. The country has earmarked $38 billion for the sector, with the goal of contributing $13.3 billion to the national GDP by 2030.
Hosting major events like the Esports World Cup has cemented the Kingdom’s status as a leader in the industry.
“As we approach 2025, the focus will remain on continuing efforts to achieve more accomplishments,” the CEO said.
With this, the total completed length of the mega Saudi project now stands at 83km with overall progress reaching 40%.
The project plays a key role in advancing Saudi Vision 2030 by promoting physical, mental, and social well-being, and fostering a vibrant community where residents and visitors can enjoy a high quality of life, a healthy lifestyle, and an inviting environment, said SBF in a statement.
Launched by King Salman bin Abdulaziz in 2019, the project continues to receive the dedicated attention and support of HRH the Crown Prince.
The Phase I launch was announced on February 26 at the Sports Boulevard Foundation Board of Directors meeting held under the chairmanship of HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister.
This milestone includes five key destinations – Wadi Hanifah, the Promenade, the section at the intersection of Prince Mohammed bin Salman bin Abdulaziz Road and Prince Turki bin Abdulaziz Al-Awwal Road, the Princess Nourah bint Abdulrahman University internal loop and the first phase of Sands Sports Park.
Phase I of the project introduces five major destinations:
Wadi Hanifah – A 13.4 km stretch featuring pedestrian pathways, cycling and equestrian trails, green spaces, and rest areas. It extends from Al Olab Dam to Jeddah Road, passing through Diriyah Gate.
The Promenade – A 4 km urban destination designed in Salmani architecture style, offering cycling paths, walking trails, playgrounds, retail outlets, and bicycle rental centers.
Prince Mohammed bin Salman & Prince Turki bin Abdulaziz Al-Awwal Intersection – Home to the Arts Tower, a striking geometric installation inspired by electricity towers, interacting with sunlight to create unique reflections.
Princess Nourah bint Abdulrahman University Internal Loop – A 20 km cycling and pedestrian track seamlessly connecting university facilities, improving accessibility for students, staff, and the public.
Sands Sports Park – Located southeast of King Khalid International Airport, featuring mountain bike trails, BMX tracks, hiking trails, equestrian paths, and the Najdi Flower cycling route spanning 45 km. Over 350,000 sq m of sand dunes have been rehabilitated to enhance the natural landscape.
The opening of the first phase of the Sports Boulevard project marks a major milestone for Riyadh, as part of the city’s transformative developments.
The Cycling Bridge serves as a key landmark connecting Wadi Hanifah and The Promenade, featuring separate pedestrian and cycling paths to ensure safe and sustainable mobility.
Meanwhile, the Arts Tower, located at the intersection of Prince Mohammed bin Salman Road and Prince Turki bin Abdulaziz Road, stands as a striking geometric installation designed to create unique light reflections, making it a distinctive visual focal point within the development.
The five destinations of Phase I will open to visitors on February 27, 2025.
Meanwhile, construction continues on additional project destinations, including the Urban Wadi Destination, the King Abdulaziz Road Underpass, and the Abi Bakr Al-Siddiq Road Underpass.
As part of its development, more than 350,000 sq m of sand dunes have been rehabilitated to enhance the natural landscape. The park also offers retail outlets and specialized centers for bicycle rentals and accessories.
This opening is part of the foundation’s mission to establish an innovative and sustainable urban renaissance along the environmental artery that connects Riyadh from the west to the east.
This transformative initiative empowers residents and visitors to actively engage in a wide range of sports while enhancing their quality of life by encouraging a more active and dynamic lifestyle.
Saudi Arabian gigaproject developer Roshn has invited firms to prequalify for a contract to build a new stadium located adjacent to the National Guard facilities in the southwest of Riyadh.
MEED understands that the notice was issued earlier this month with a deadline of 22 October.
The planned facility, which is understood to be called the National Guard Stadium, will cover an area of over 450,000 square metres and have the capacity to accommodate 46,000 spectators.
The scope of work also covers the construction of auxiliary facilities, including training academy offices, two hotels, and retail and food and beverage outlets.
The stadium is scheduled to host 32 Fifa World Cup tournament games in 2034.
In August, MEED reported that Saudi Arabia plans to build 11 new stadiums as part of its bid to host the 2034 Fifa World Cup.
Eight out of the 15 stadiums will be located in Riyadh, four in Jeddah and one each in Al-Khobar, Abha and Neom.
The proposal outlines an additional 10 cities that will host training bases. These are Al-Baha, Jazan, Taif, Medina, Alula, Umluj, Tabuk, Hail, Al-Ahsa and Buraidah.
The bid proposes 134 training sites across the kingdom, including 61 existing facilities and 73 new training venues.
Saudi Arabia formally kicked off the World Cup participation process in October last year after it announced that it planned to bid to host the event. At the time, it was announced that the Saudi Arabian Football Federation would lead the World Cup bid.
Later the same month, Saudi Arabia was effectively confirmed as the 2034 Fifa World Cup host after Australia, the only other bidder for the tournament, withdrew from the race.
This was followed by Saudi Arabia’s official bid campaign reveal and the submission of its bid to Fifa.
The official selection of Saudi Arabia as the 2034 host is expected to be confirmed on 11 December.
The stadium, which is scheduled for completion in late 2029, will serve as the primary headquarters for the Saudi Arabia national football team, as well as hosting other national and international major sporting and entertainment events. Located in northern Riyadh on King Salman Road, adjacent to King Abdulaziz Park, the stadium masterplan will include a variety of sports facilities, commercial areas and recreational facilities.
Inspiration for the design is drawn from Saudi Arabia’s mesmerising natural landscape, with the symbolic concept of each venue within the masterplan representing a seed that germinates, cracks the earth and emerges as a dynamic yet seemingly natural intervention. The planting of these ‘seeds’ symbolises Saudi Arabia’s commitment to nurturing and growing sports participation across the country, from the grassroots to the elite level. The main stadium will have a gross seating capacity of more than 92,000, with amenities including a Royal Box, hospitality skyboxes and lounges, 300 VVIP seats, and 2,200 VIP seats. The venue will feature internal screens, gardens and a walking path on its roof with panoramic views of King Abdulaziz Park.
A range of facilities will be incorporated into the wider masterplan development, including commercial facilities, football training fields, fan zones, an aquatics centre with an Olympic-sized swimming pool and an athletics stadium. Additionally, the development will feature an indoor sports hall and community sports park for sports such as volleyball, basketball and padel. A 9-kilometre sports track will connect these amenities to King Abdulaziz Park.
The King Salman Stadium Masterplan embodies a comprehensive vision, integrating both architectural innovation and community-centric design to create an iconic venue for national and international events. At the heart of the masterplan is the stadium, which serves as a vibrant and dynamic destination catering to the community, athletes and sports enthusiasts alike. It functions as both a lively gathering space and a world-class sports hub for Riyadh. The design prioritises flexibility, allowing seamless transitions between event scenarios and daily use, ensuring that the masterplan remains a year-round destination.
In addition to the main stadium, the masterplan includes an athletics stadium, complemented by a training camp and associated training pitches, forming the core of its elite sports offering. A community sports park is also incorporated to foster engagement and drive grassroots participation. The scheme further includes supplementary assets such as an aquatics centre and multi-purpose sports halls.
The masterplan design integrates the stadium seamlessly with King Abdulaziz Park, reflecting sustainable building practices and a thoughtful, integrated approach to urban planning. Green walls and roofs link the stadium to surrounding green spaces via a connecting valley.
The design philosophy reflects a commitment tocutting-edge infrastructure while paying tribute tothe intrinsic connection between sustainabledevelopment, human activity and the naturalworld.
Shireen Hamdan, General Manager of Populous KSA, said: “The King Salman Stadium and Masterplan is an innovative, iconic destination that will harmoniously blend the realm of sports with the beauty of nature. Beyond creating advanced sports facilities, the development aims to unite athleticism and the environment, inspiring all who engage with it. “To achieve this, the design teams have drawn direct inspiration from nature’s patterns and elements. The design philosophy reflects a commitment to cutting-edge infrastructure while paying tribute to the intrinsic connection between sustainable development, human activity and the natural world.” On matchdays, vibrant, landscaped walkways provide access to the stadium, while on non-matchdays, these walkways transform into dynamic spaces featuring various commercial offerings.
The seating bowl for King Salman Stadium has been designed to be as compact as possible to achieve the best possible spectator experience and an intimate atmosphere. It is designed to comply with the latest requirements for international football. The design provides for an overall gross capacity of more than 92,000 seats for pitch sports. Other types of entertainment events can also be accommodated.
The seating bowl has been configured to accommodate Royals, VVIP, VIP and hospitality spectators in the west stand, with additional hospitality seating in the east stand. Additionally, a continuous ring of hospitality skyboxes encircles the entire bowl. General admission spectators are located within the upper and lower tiers above and below the hospitality seating in the bowl. The concourse areas facilitate the circulation of a large number of people and provide an inclusive and barrier-free experience for all.
As Saudi Arabia gears up to host a series of major international events, several key stadiums designed by Populous stand ready to showcase the country’s sporting prowess. These include Prince Mohammed bin Salman Stadium, King Fahad International Stadium and Aramco Stadium.
Together, these stadiums form the backbone of Saudi Arabia sports ecosystem, providing world-class facilities and infrastructure to support a wide range of sporting events.
Mark Craine, Senior Principal at Populous and Lead Architect for the project, said: “Populous has brought the full weight of its 40 years of global expertise in stadium design to bear on this ambitious project for a new world-class national stadium in Saudi Arabia. It has been designed in full compliance with FIFA standards, meaning that it can host matches at the highest level of international tournament football, while offering the flexibility to accommodate a variety of event types. The stadium will integrate seamlessly with the wider masterplan blending architecture with landscape, and landscape with architecture to create a new sporting hub for Riyadh.”
At the World Economic Forum in Davos this week, Saudi Arabia’s minister of tourism delivered a compelling presentation about the Kingdom’s Vision 2030 agenda, including the ambitious goal of attracting 150 million visitors each year, up from the current 100 million.
This vision for national development, championed by Crown Prince Mohammed bin Salman, underscores the country’s strategic pivot from being an oil-dependent economy to a diversified global hub for tourism, culture, and sport.
While the targets might have initially seemed overly ambitious, Saudi Arabia is proving the skeptics wrong by rapidly emerging as a global sports capital. This transformation represents not only an economic opportunity but also a significant expansion of Saudi soft power.
Central to Vision 2030 is the recognition that traditional marketing efforts, such as travel magazine advertisements, are insufficient to reposition the country as a global destination. Instead, the Kingdom has adopted a more dynamic strategy, leveraging the power of major sporting events to showcase its offerings to the world.
By hosting prestigious tournaments in golf, football, and other sports, Saudi Arabia has created a platform through which international audiences can experience firsthand the nation’s rich cultural heritage, modern infrastructure, and breathtaking natural landscapes.
This strategy aligns with a broader global trend in which sport is increasingly used as a tool for diplomacy and economic growth. What sets Saudi Arabia apart, however, is the scale of its investment and its ability to fund these events at a time when many of the traditional hosts in Europe and North America are struggling to justify the enormous costs involved.
Hosting these events is not only a matter of the prestige they bring, it is a calculated move to attract visitors, foster international partnerships, and promote cultural exchanges.
For decades, Saudi Arabia has been perceived by much of the world as an enigma: a land of vast deserts and oil wealth, shrouded in mystery. This perception belies the Kingdom’s rich history, diverse culture, and unmatched natural beauty. From the archeological treasures of AlUla to the futuristic megacity of NEOM, the nation offers a blend of tradition and innovation that few countries can match.
By hosting global sporting events, Saudi Arabia aims to dismantle outdated stereotypes and reintroduce itself to the world. The strategy is straightforward yet ingenious: bring the world to Saudi Arabia and let visitors experience its transformation firsthand.
Events such as the Saudi International golf tournament and the Formula E motor racing championship, along with developments such as high-profile signings of major global football stars by Saudi Pro League teams, have already begun to shift perceptions. As fans and athletes share their experiences in the Kingdom, a more nuanced and positive narrative about Saudi Arabia is emerging.
By hosting global sporting events, Saudi Arabia aims to dismantle outdated stereotypes and reintroduce itself to the world.
Dr. Azeem Ibrahim
But hosting large sporting events is not only a matter of national pride, it is a calculated economic strategy. These events generate significant revenue through tourism, broadcasting rights, and sponsorship deals while creating thousands of jobs in hospitality, infrastructure, and event management.
Saudi Arabia’s investments in sports infrastructure, such as the construction of state-of-the-art stadiums and training facilities, further reinforce its commitment to become a global sports hub.
Additionally, the Kingdom’s willingness to invest billions in securing hosting rights for events, such as the Asian Winter Games in 2029 and its successful bid for the 2034 FIFA World Cup, underscores its financial muscle and long-term vision.
This level of investment is becoming increasingly rare in the countries that have traditionally hosted such events, many of which are grappling with tough economic constraints. Saudi Arabia’s ability to fill this void positions it as a key player in the global sports landscape.
Beyond economics, sport plays a pivotal role in the Kingdom’s broader diplomatic strategy. Sports have a unique ability to transcend linguistic, national, and cultural boundaries, fostering dialogue and understanding among diverse groups. This power has been demonstrated throughout history, from the idea of “ping pong diplomacy” that thawed relations between the US and China in the 1970s to the role of the Olympics in promoting international cooperation.
Saudi Arabia has embraced this concept by using sport to help bridge divides and promote regional stability. For example, the Kingdom’s investment in football has attracted players and fans from around the globe, creating opportunities for cultural exchanges and mutual understanding.
Similarly, by hosting international events it helps foster dialogue and collaboration among participating nations, positioning the country as a mediator and stabilizing force in the region.
Saudi Arabia’s efforts present an unprecedented opportunity to reshape global perceptions and establish itself as a leader in the sports and tourism industries.
By hosting inclusive and sustainable events, the Kingdom can set new standards for the way in which major international sporting events are organized and carried out.
Under the leadership of King Salman and Crown Prince Mohammed bin Salman, Saudi Arabia is undergoing a transformation that few could have anticipated even a decade ago. The emergence of the Kingdom as a global sports capital is not merely a reflection of its financial resources but a testament to its vision and ambition.
By leveraging the power of sports to attract visitors, foster diplomacy, and showcase its cultural and natural treasures, Saudi Arabia is redefining its role on the global stage.
As Vision 2030 continues to unfold, the country is poised to become a major player in the international sports arena, in the process setting an example for the ways in which nations can use sport as a catalyst for economic growth, cultural exchange, and global influence.
For a country once known primarily for its oil, this marks the beginning of a new chapter, one in which sport plays a central role in shaping its very identity and future.
Fifa, the world football governing body, has officially named Saudi Arabia as the host nation for the 2034 World Cup.
The kingdom submitted its bid to host the event in July under the slogan “Growing. Together” after Fifa invited bids from countries in Asia and Oceania last year. The only country in contention, Australia, did not apply on the final day of the bids.
The Gulf state has promised to deliver “a tournament of a lifetime” after being selected as World Cup 2034, the state-run Saudi Press Agency (SPA) reported.
“The kingdom is on a remarkable journey of transformation under Vision 2030 and today is another huge step forward that reflects and celebrates our progress while looking ahead to an even brighter future,” said Prince Abdulaziz bin Turki bin Faisal, minister of sport.
Crown Prince and Prime Minister Mohammed bin Salman set up a higher commission for hosting the World Cup, as the kingdom will be the first country to host the event with 48 teams from all continents.
Saudi Arabia has proposed 15 stadiums across five host cities, Riyadh, Jeddah, Neom, Abha and Al Khobar, of which eight will be built completely from scratch.
The centerpiece will be the King Salman International Stadium in Riyadh, which will host the opening and final match.
Three of the 15 stadiums are already under construction in preparation for hosting the AFC Asian Cup in 2027. Ten Fifa fan festival sites are proposed, including one at King Salman Park in Riyadh and another planned along the Jeddah Waterfront.
In 2023, Saudi Arabia explored the possibility of a joint bid with Egypt and Greece for the 2030 World Cup, but shifted its focus to a lone bid for 2034 after securing the support of European countries and dozens of other nations.
Qatar, the first Arab country to host the tournament in 2022, used air-conditioned stadiums but still had to request to stage it in the winter. Saudi Arabia has praised Qatar’s hosting of the 2022 event.
Qatar’s bid also came without a price tag but its hosting of the event is thought to have cost $220 billion because of the infrastructure built especially for the event, said Simon Chadwick, sports professor at the Skema Business School in France. The stadiums themselves cost about $10 billion.
“One suspects that this will be a ‘money’s no object’ tournament, as the country seeks both to create infrastructure that will sustain its positioning as a major event host and to outwardly project an image of modernity and trustworthiness,” Chadwick said.
He added that it was almost certain Fifa would agree to another winter World Cup.
In Saudi Arabia’s case the tourism and infrastructure projects are already in motion as part of its Vision 2030 development programme.
James Dorsey, author of a book on Middle East sport, said there was a question mark over whether The Line stadium would be finished on time. It emerged in March that original plans for The Line to open in 2030 at 170km in length have been scaled back to around 2.4km.
“To be fair, reducing the number of stadia stipulated in a bid document is not uncommon. Qatar was not the first host to do so,” Dorsey said.
“As a matter of principle, 11 stadiums in 10 years is ambitious but not impossible. The issue is more with futuristic projects like The Line,” he added.
Faisal Durrani of real estate consultancy Knight Frank said hosting the tournament, after almost two decades of construction projects valued at $1.25 trillion, would be a huge boon for Saudi Arabia’s international standing.
“It will showcase the country in a way never seen before,” he said.
Saudi Arabia already has more than 900 sports sponsorship deals in place, according to a recent report by Play the Game, a publicly funded sports ethics institute in Denmark. Of these, 194 are football-related.
While experts said the investments are part of the kingdom’s strategy to diversify away from oil, their long-term success will not be known for some time to come.
Stanis Elsborg, head of Play the Game and co-author of the report, said the sponsorships are “part of a much larger strategy to reshape how the world sees Saudi Arabia”.
“They’re using these big, high-profile events to project an image of success, prestige and modernity,” he said.
“At the end of the day, these investments are about influence and image-building.
“They’re leveraging sport as a powerful platform to tell a story – a narrative carefully designed to reshape their global reputation and cement their place in geopolitics.”
Under Vision 2030, Saudi Arabia is also developing sports to drive economic growth and improve quality of life, and the hosting of the World Cup will help to achieve this goal.
Football has been at the heart of this transformation. The country now has more than 300,000 boys and girls participating in school leagues, supported by 23 regional youth training centres and 19 national teams.
