Saudi sporting sector to score big before 2034 FIFA World Cup

Saudi Arabia’s Public Investment Fund is one of the driving forces in this area as it aims to establish the Kingdom as a global leader in sports and entertainment. File
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Updated 19 September 2024
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Saudi sporting sector to score big before 2034 FIFA World Cup

  • Sector is set to be responsible for over 1 percent of Kingdom’s total GDP by 2030

RIYADH: Commercial opportunities in Saudi Arabia’s sports sector are set to grow at an unprecedented rate even before the Kingdom hosts the 2034 FIFA World Cup, an industry expert has forecast.

Speaking to Arab News, Jurg Kronenberg, partner at global management consulting firm Bain & Co., praised Saudi Arabia’s developments in the industry, which he claimed were both innovative and disruptive.

Turning the Kingdom into a key player in the international sporting arena is a key ambition of Crown Prince Mohammed bin Salman, and Saudi Arabia has already hosted several major events in this regard, including high-profile boxing matches, ATP tennis tournaments, and Formula 1 racing since 2021. 

The Kingdom’s progress will be cemented by the hosting of the 2034 World Cup, which is set to deliver an economic boost to Saudi Arabia.

The most recent World Cup, held in Qatar in 2022, helped deliver a 4 percent surge to the host country’s gross domestic product, up from the 1.5 percent growth observed in 2021, according to a Cushman and Wakefield report.

The analysis said: “Qatar’s hosting of the World Cup resulted in the launch of numerous tourism and leisure projects throughout the country, which are hoped to support the tourism and hotel sector in the long term.”

Kronenberg believes that even before that event, the Saudi sports sector is set to be responsible for more than 1 percent of the Kingdom’s total GDP by 2030.

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The Kingdom’s progress will be cemented by the hosting of the 2034 World Cup, which is set to deliver an economic boost to Saudi Arabia.

PIF’s establishment of SRJ Sports Investments Co. is dedicated to accelerating sports sector growth, with the company acquiring intellectual property, and organizing major global events in Saudi Arabia.

The Kingdom’s football industry has been a key and high-profile area of investment, with PIF acquiring a 75 percent stake in four major football clubs.

The Saudi Pro League, featuring players from more than 40 countries, has witnessed a 150 percent attendance increase in the past year.

In 2021, the PIF-funded LIV Golf tour was established, and on June 6 a deal was struck with the two legacy organizations – PGA Tour and the DP World Tour – to merge their commercial rights.

He said: “The KSA sports sector is expected to increase 5-7-fold until 2030, fueled by the investments and untapped commercial potential in the market.”

Kronenberg added: “It will take time and patience for some of the foundational pillars of the sports ecosystem to bear fruits, but the Kingdom was also able to leverage its strength to innovate and disrupt the sports sector and has created strong momentum.”

Saudi Arabia’s Public Investment Fund is one of the driving forces in this area as it aims to establish the Kingdom as a global leader in sports and entertainment. 

PIF’s establishment of SRJ Sports Investments Co. is dedicated to accelerating sports sector growth, with the company acquiring intellectual property, commercializing competitions, and organizing major global events in Saudi Arabia, aligning with Vision 2030.

The Kingdom’s football industry has been a key and high-profile area of investment, with PIF acquiring a 75 percent stake in four major football clubs, including Al Ahli, Al Hilal, Al Ittihad, which signed Karim Benzema in June, and Al Nassr — home to global icon Cristiano Ronaldo. 

The Saudi Pro League, featuring players from more than 40 countries, has witnessed a 150 percent attendance increase in the past year, and Ronaldo has previously said he sees it potentially becoming one of the world’s top five domestic competitions in the sport.

The focus has not been solely on football.

In 2021, the PIF-funded LIV Golf tour was established, and on June 6 a deal was struck with the two legacy organizations – PGA Tour and the DP World Tour – to merge their commercial rights.

The PIF-Aramco Team Series has been a milestone for women’s golf in Saudi Arabia, featuring top golfers competing for individual and team titles.

The Professional Fighters League, also backed by PIF, has secured a multi-year media rights agreement with US cable sports channel ESPN, positioning MMA as a mainstream global sports entertainment platform.

Kronenberg noted that investments into sports does not only lead to economic returns, such as through increased market revenues or the creation of more jobs, but it also delivers in the social sphere through better health outcomes, lower crime rates, and inclusion.

He emphasized that opportunities in Saudi Arabia are being supported by the Kingdom’s government, saying: “The aspiration in the sports sector is driven and strongly supported at the highest level of the country.”

The consultant added: “The KSA sports sector was able to define its approach and investments with a clean slate and leapfrog other nations.”

Kronenberg highlighted the fact that around 70 percent of the population in Saudi Arabia is less than 35 years old, and said: “This created unique opportunities to fulfill the needs of these generations in a differentiated way.”

In an interview with the BBC in December, the Kingdom’s Sports Minister Prince Abdulaziz bin Turki Al-Faisal highlighted Saudi Arabia’s commitment to sports development, citing a £5 billion ($6.33 billion) investment since 2021 as part of the Vision 2030 strategy.

According to Kronenbreg, investments of this magnitude have not only put the Kingdom on the world map of sports, but it has created the fundamentals to achieve similar economic outcomes as other nations.

“The critical path for the Kingdom is to find a way to commercialize these investments and assets in a sustainable way,” he said.

Of course, these investments are not solely focused on the financial bottom line, and Kronenberg added: “Beyond the economic competitiveness, we can expect to see an increased competitiveness of Saudi athletes and teams at Olympics and international club and team competitions.”

Among the initiatives rolled out over the past five years include the introduction of a national sports strategy, new investment initiatives, the launch of several marquee events, as well as the professionalization and privatization of clubs.

Kronenberg said: “We are still in the early days, and the talent pyramid remains a key challenge to drive the professionalization of the sports sector in the KSA. 

“Many of the top coaches and club administrators are still foreigners with relatively high churn rates – historically the average tenure of a football coach was less than 6 months in KSA.”

Kronenberg added: “There are various programs under way that will address the professionals pyramid holistically – coach programs, educational degrees in sports.”

Newcastle United’s manager Eddie Howe earlier in December shared his positive experiences from his team’s visits to Saudi Arabia, highlighting the well-organized infrastructure.

Saudi Arabia’s sports industry is flourishing, and while the signings of Ronaldo and Benzema and the hosting of the 2034 FIFA World Cup have dominated the headlines in recent years, the whole sector is increasingly becoming match-fit.


World must prioritize resilience over disruption, economic experts warn

Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience.
Updated 23 January 2026
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World must prioritize resilience over disruption, economic experts warn

  • Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years
  • Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience

DAVOS: Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience, as global leaders gathered in Davos on Friday against a backdrop of trade tensions, geopolitical uncertainty and rapid technological change.

Speaking on the final day of the World Economic Forum in Davos, Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years.

“We need to define who ‘we’ are in this so-called new world order,” he said, arguing that many emerging economies had been adapting to a more fragmented global system for decades.

Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience. In energy markets, he pointed out that the focus should remain on balancing supply and demand in a way that incentivized investment without harming the global economy.

“Our role in OPEC is to stabilize the market,” he said.

His remarks were echoed by Saudi Arabia’s Minister of Economy and Planning Faisal Alibrahim, who said that uncertainty had weighed heavily on growth, investment and geopolitical risk, but that reality had proven more resilient.

“The economy has adjusted and continues to move forward,” Alibrahim said.

Alibrahim warned that pragmatism had become scarce, trust increasingly transactional, and collaboration more fragile. “Stability cannot be quickly built or bought,” he said.

Alibrahim called for a shift away from preserving the status quo towards the practical ingredients that made cooperation work, stressing discipline and long-term thinking even when views diverged.

Quoting Saudi Arabia’s founding King Abdulaziz Al-Saud, he added: “Facing challenges requires strength and confidence, there is no virtue in weakness. We cannot sit idle.”

President of the European Central Bank Christine Lagarde stressed the importance of distinguishing meaningful data from headline noise, saying: “Our duty as central bankers is to separate the signal from the noise. The real numbers are growth numbers not nominal ones.”

Managing Director of the IMF Kristalina Georgieva echoed Lagarde’s sentiments, saying that the world had entered a more “shock prone” environment shaped by technology and geopolitics.

Director General of the World Trade Organization Ngozi Okonjo-Iweala said that the global trade systems currently in place were remarkably resilient, pointing out that 72 percent of global trade continued despite disruptions.

She urged governments and businesses, however, to avoid overreacting.

Okonjo Iweala said that a return to the old order was unlikely, but trade would remain essential. Georgieva agreed, saying global trade would continue, albeit in a different form.

Georgieva warned that AI would accelerate economic transformation at an unprecedented speed. The IMF expects 60 percent of jobs to be affected by AI, either enhanced or displaced, with entry-level roles and middle-class workers facing the greatest pressure.

Lagarde warned that without cooperation, capital and data flows would suffer, undermining productivity and growth.

Al-Jadaan said that power dynamics had always shaped global relations, but dialogue remained essential. “The fact that thousands of leaders came here says something,” he said. “Some things cannot be done alone.”

In another session titled Geopolitical Risks Outlook for 2026, former US Democratic representative Jane Harman said that because of AI, the world was safer in some ways but worse off in others.

“I think AI can make the world riskier if it gets in the wrong hands and is used without guardrails to kill all of us. But AI also has enormous promise. AI may be a development tool that moves the third world ahead faster than our world, which has pretty messy politics,” she said.

American economist Eswar Prasad said that currently the world was in a “doom loop.”

Prasad said that the global economy was stuck in a negative-feedback loop and economics, domestic politics and geopolitics were only bringing out the worst in each other.

“Technology could lead to shared prosperity but what we are seeing is much more concentration of economic and financial power within and between countries, potentially making it a destabilizing force,” he said.

Prasad predicted that AI and tech development would impact growing economies the most. But he said that there was uncertainty about whether these developments would create job opportunities and growth in developing countries.

Professor of international political economy at the University of New South Wales in Australia, Elizabeth Thurbon, said that China was driving a Green Energy transition in a way that should be modeled by the rest of the world.

“The Chinese government is using the Green Energy Transition to boost energy security and is manufacturing its own energy to reduce reliance on fossil fuel imports,” she explained.

Thurbon said that China was using this transition to boost economic security, social security and geostrategic security. She viewed this as a huge security-enhancing opportunity and every country had the ability to use the energy transition as a national security multiplier. 

“We are seeing an enormous dynamism across emerging market economies driven by China. This boom loop is being driven by enormous investments in green energy. Two-thirds of global investment flowing into renewable energy is driven largely by China,” she said.

Thurbon said that China was taking an interesting approach to building relationships with countries by putting economic engagement on the forefront of what they had to offer.

“China is doing all it can to ensure economic partnership with emerging economies are productive. It’s important to approach alliances as not just political alliances but investment in economy, future and the flourishment of a state,” she said.

The panel criticized global economic treaties and laws, and expressed the need for immediate reforms in economic governing bodies.

“If you are a developing economy, the rules of the WTO, for example, are not helpful for you to develop. A lot of the rules make it difficult to pursue an economic development agenda. These regulations are not allowing the economies to grow,” Thurbon said.

“Serious reform must be made in international trade agreements, economic bodies and rules and guidelines,” she added.

Prasad echoed this sentiment and said there was a need for national and international reform in global economic institutions.

“These institutions are not working very well so we can reconfigure them or rebuild them from scratch. But unfortunately the task of rebuilding falls into the hands of those who are shredding them,” he said.

WEF attendees were invited to join the Global Collaboration and Growth meeting to be held in Saudi Arabia in April 2026 to continue addressing the complex global challenges and engage in dialogue.