The FIFA World Cup occurs every 4 years, drawing massive audiences and raking in billions of dollars in revenue through broadcast, marketing and licensing rights. Soccer is the World’s largest sport.
In 2022, FIFA’s $7.5 billion take smashed previous records, with a total audience of about 5 billion viewers, including 1.5 billion who watched the final match between France and Argentina. Held in the Middle East for the first time ever, human rights concerns, corruption allegations and LGBTQ+ rights were at the center of the Qatari controversy.
Next up will be the 2026 World Cup, co-hosted by the United States, Canada and Mexico. The U.S. last hosted the World Cup in 1994, during which it advanced to the 2nd knockout stage (known as the Round of 16), before being eliminated by Brazil. Mexico last hosted the World Cup in 1986, during which it reached the quarter finals, only to be defeated by Germany. 2026 will be the first time Canada serves as a World Cup host. Spread across 16 North American host cities the excitement starts on June 11th in Mexico. With Donald Trump in heated conversations with Mexico, it will be interesting to see if he attends the inaugural match. United 2026 couldn’t be farther from the current political truth.
2030 will be a special year, marking FIFA’s 100th World Cup. To celebrate this milestone, the opening matches of the Tournament will be played in Uruguay, Argentina, and Paraguay - the countries that hosted the first World Cup in 1930. The remainder of the Event will be co-hosted by Spain, Portugal and Morocco.
Jump forward to 2034 and the World Cup will be hosted by Saudi Arabia, the sole eligible bidder with continental rotation limiting consideration to Asia and Oceania. With the Kingdom’s deep pockets, Australia and Indonesia stood no chance and withdrew. His greatest coup yet, Crown Prince Mohammed bin Salman must be very pleased indeed.
Saudi Arabia has been actively investing in sports infrastructure and tourism development as part of its Vision 2030 economic diversification plan. The 2034 World Cup is expected to be a major catalyst for further investment in sports facilities, transportation infrastructure and hospitality, serving as its largest driver yet to position Saudi Arabia as a legitimate player on the World stage. Add soccer to the mix of Formula One, golf, boxing and esports, and you have it made … with Cristiano Ronaldo on your arm to turbo charge the opportunity.
Will the 2034 World Cup be another example of sportswashing, or will it be a catalyst for change? What 3 things would you like to see the Country do in the 10 years before soccer cleats hit the turf at the new 92,000-capacity King Salman International Stadium in Riyadh?
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