With FIFA’s official announcement, Saudi Arabia will host the 2034 FIFA World Cup. While this marks only the second time an Islamic country has been designated as a World Cup host, the decision was not entirely unexpected. For several years, Saudi Arabia has been actively working to reshape its image and brand in global public opinion, writes Rodrigo Aguilar Benignos, an International Analyst and Member of the Council on Foreign Relations.
Since 2017, when Mohammed bin Salman assumed effective control of the 32-million-strong nation, Saudi Arabia has undergone rapid transformations.
Once known primarily for its scorching heat, strict religious practices, and disregard for human rights, the country has, in recent years, sought to redefine itself.
Through massive infrastructure projects, the development of a tourism industry aimed at attracting 70 million international visitors annually, and hosting sports events and music concerts, Saudi Arabia has positioned itself for global scrutiny and evaluation.
Just a decade ago, few could have imagined that stars like Cristiano Ronaldo, Neymar, and Karim Benzema would play in the Saudi football league, or that music icons such as Celine Dion, Jennifer Lopez, Mariah Carey, Camila Cabello, and Nancy Ajram would hold concerts in the kingdom. Yet such events have now become commonplace.
Saudi Arabia has also established itself as a hub for major international events, hosting prestigious competitions such as Formula 1, the AFC Asian Cup in 2027, the Asian Winter Games in 2029, and a professional golf league.
Saudi Aramco, the state-owned oil company, is a major sponsor of sports events, including the 2026 World Cup, which will be jointly hosted by Mexico, the United States, and Canada. Aramco plans to contribute $100 million annually to FIFA over the next decade.
While such investments in sports, tourism, and the arts might seem typical for a country that produces one-third of the world’s oil and has an annual income exceeding $1 trillion, it is noteworthy that Mohammed bin Salman has announced his intention to reduce and ultimately eliminate the country’s dependence on oil through these initiatives.
The World Cup will be held under the slogan “Growing Together” across five cities: Riyadh, Jeddah, NEOM, Khobar, and Abha. To meet FIFA’s standards, Saudi Arabia plans to construct 11 new stadiums and upgrade four existing ones over the next decade. Currently, the country has over 45,000 hotel rooms, with an additional 185,000 expected to be built by 2034.
Hosting the World Cup will involve a $40 billion investment, making Saudi Arabia the second-most expensive World Cup host after Qatar, which spent $200 billion on the 2022 tournament.
However, Saudi officials view this not as an expense but as an opportunity to reshape the global perception of their country, the birthplace of the Prophet of Islam and the cradle of a faith followed by 1.5 billion Muslims. They see this as a chance to rebuild the world’s image of both Islam and Muslims.
For years, Muslims have been portrayed as associated with religious extremism, strict laws, war, and terrorism. Saudi Arabia now aims to change this stereotypical image of Islam within the next decade. By hosting the World Cup, it also seeks to officially unveil a new, modern face of Islam to the world.
Saudi Arabia undoubtedly faces numerous obstacles and challenges on this path. Among them is its traditional social system, where the royal family and wealthy princes occupy the top tier, while impoverished classes struggle at the bottom, often deprived of basic living amenities. Moreover, the urban middle class — the driving force behind developed societies — lacks a stable and established presence in the country.
The question arises: Is this level of spending on reshaping Saudi Arabia primarily for show, or will it genuinely empower the country’s youth? With the 380,000 job opportunities reportedly to be created, will workers’ rights be upheld? Or will we see forms of exploitation and rights violations akin to those witnessed in Qatar, all in pursuit of the Arab kings’ ambitions?
These are pressing concerns that international observers will scrutinize carefully over the next decade.