The Kingdom of Saudi Arabia is on the verge of securing the 2034 FIFA World Cup, a bid that has raised eyebrows due to its murky ties to human rights concerns and “sportswashing.”
FIFA’s recent endorsement of Saudi Arabia as the host for the 2034 World Cup raises questions about the integrity of the bidding process and whether the world’s governing body is turning a blind eye to the Kingdom’s human rights record. While the bid may look like a calculated move for both parties, the fallout may come with more than just a few dirty tackles.
The Costly Game of Football’s Grandest Stage
FIFA has always been keen on selecting countries willing to go the extra mile for the biggest football tournament in the world. The 2034 bid was, however, slightly different. Saudi Arabia was the sole contender after Australia withdrew its bid in late 2023. The Kingdom’s submission in July was the culmination of years of investment in global sports, particularly football. Hosting a World Cup is a huge financial burden on any nation, but Saudi Arabia has been strategically positioning itself to shoulder that weight.
Football, often referred to as the “beautiful game,” has become the focal point of Saudi Arabia’s global ambitions. The Kingdom’s Vision 2030 initiative, which aims to diversify its economy, has resulted in astronomical investments in sports infrastructure, sponsorship deals, and partnerships with international sporting bodies. Over 900 sponsorship deals have been inked, with one-third linked to the country’s sovereign wealth fund, currently valued at $925 billion.
Yet, these moves aren’t just about boosting national pride—they are tactical, involving the cultivation of sports as a soft power tool. The country’s strategic investment in football aligns with its broader agenda to reshape its image on the world stage and move away from its past associations with oil and conservative values.
The Problem with FIFA’s “Independent” Assessment
FIFA’s recent evaluation of Saudi Arabia’s bid was nothing short of glowing. Graded 4.2 out of 5, it was heralded as the highest score in World Cup history. But that wasn’t enough to stop the rumblings of human rights groups who were quick to call out FIFA for what they deemed a “sportswashing” endorsement.
The controversial report underpinning FIFA’s decision was authored by the Saudi branch of the Clifford Chance law firm. This, according to critics, raises red flags. The report was far from impartial, omitting key human rights issues such as restrictions on free expression, the treatment of LGBTQ+ communities, and the Kingdom’s tight grip on political dissidents.
What’s even more alarming is FIFA’s reliance on this “independent” report, which conveniently overlooked key aspects of Saudi Arabia’s record. According to human rights organisations, the report failed to address significant issues such as mass executions, torture, and the restrictions on women’s rights under the Kingdom’s male guardianship system. These omissions reveal a bias that appears far too close to the Kingdom’s influence over FIFA’s decision-making process.
Sportswashing: The Strategy Behind the Saudi Bid
For years, Saudi Arabia has poured billions of dollars into the global sports market in an attempt to rehabilitate its international image. A process known as “sportswashing,” where a country uses sports to distract from controversial policies, is nothing new. The Kingdom’s investment in high-profile sports figures, clubs, and events has been aimed at whitewashing its reputation on the world stage.
The most glaring example of this has been Saudi Arabia’s lavish spending in the football world. Big-name clubs, like Paris Saint-Germain, have seen new investment from Saudi sources, while the country’s own domestic league, the Saudi Pro League, has become a high-profile destination for international football talent. Yet, despite the lavish expenditure, critics argue that the focus on football is a smokescreen for ongoing human rights violations.
The Kingdom’s long-standing suppression of free speech, its treatment of women, and its discriminatory stance on LGBTQ+ rights are well-documented. International sporting bodies, including FIFA, have turned a blind eye to these issues in exchange for financial backing, sponsorship deals, and future economic gain.
The Dilemma of Endorsement
While FIFA’s decision has raised eyebrows, it has also sparked internal conflicts within other football organisations. The Asian Football Confederation (AFC), for example, has not expressed strong opposition, as it too has benefited from Riyadh’s sports strategy. The Kingdom’s embrace of the AFC as a partner from 2021 to 2024, with a five-year extension in 2024, shows the depth of Saudi Arabia’s involvement in global football.
Closer to home, the English Football Association (FA) has been less eager to make an endorsement. FIFA’s grading has not been enough to placate those within the FA who are uneasy about the human rights angle. Yet, despite concerns about hypocrisy, it seems the FA’s participation is all but guaranteed. In the world of football, as in politics, few things are as compelling as a ticket to the biggest show on Earth.
Human Rights Groups Remain Unmoved
Despite FIFA’s near-absolute endorsement, human rights groups remain steadfast in their condemnation of the Kingdom’s World Cup bid. A coalition of over 11 organisations, including Amnesty International and Human Rights Watch, issued a joint statement highlighting the poor human rights record under Crown Prince Mohammed bin Salman’s rule. This coalition has drawn attention to issues ranging from mass executions and migrant worker exploitation to the targeting of women’s rights activists and LGBTQ+ individuals.
The October 28 statement, signed by these human rights groups, paints a grim picture of the Saudi regime’s treatment of its citizens. Mass executions, the repressive Kafala labour system, and severe restrictions on freedom of expression are just a few of the deeply troubling human rights abuses that continue to plague the Kingdom. Yet, in the face of such criticism, FIFA has chosen to overlook these concerns, opting instead to focus on the positive impact football could have on the Kingdom’s reforms—a hopeful yet unrealistic outlook.
The Long-Term Impact: Football as the Great Equaliser?
While FIFA’s decision to award the 2034 World Cup to Saudi Arabia may seem like a win for the Kingdom’s Vision 2030 initiative, the long-term consequences could be significant. For the players, teams, and fans who will eventually participate, the tournament will likely be a complicated affair. Saudi Arabia’s human rights record looms large over this football festival, casting a shadow on what should be the most celebratory of events.
For many, the hope is that international sports will eventually be able to push the Kingdom toward reforms. However, this optimistic view often glosses over the economic leverage that FIFA has handed to Saudi Arabia. In exchange for its financial muscle, the Kingdom has secured not just a World Cup but global credibility in the sporting arena. Whether this will actually lead to lasting change is still an open question.
