The sole plausible alternate, Australia, decided not to seek to host the FIFA World Cup in 2034, making the Saudi Arabian Football Federation (SAFF) the likely candidate. After Qatar hosted the FIFA World Cup in 2022, the Middle East will host the competition for the second time this year.

This news will have a big impact on both the commercial branding landscape of football and the soft power of Saudi Arabia as a nation. Qatar entered the top 25 of the Global Soft Power Index this year for the first time after it hosted the World Cup last year.

The SAFF has stated that it will invest heavily in infrastructure and facilities to prepare for the World Cup.

The country plans to build new stadiums and renovate existing ones, as well as improve its transportation and accommodation networks.

Saudi Arabia’s hosting of the 2034 World Cup is a significant event for both the country and the sport of football.

It is an opportunity for Saudi Arabia to showcase its culture and hospitality to the world, and to promote itself as a destination for business and tourism,” Hensley, Head of Sport Services at Brand Finance said.