FIFA announced on April 25, 2024, that they have solidified their partnership with Saudi Arabia through a sponsorship deal with the kingdom’s state oil company, Aramco. The agreement was expected as Saudi Arabia was chosen in October to host the 2034 men’s World Cup, making the partnership inevitable.
The sponsorship deal will run through 2027 and will include the men’s World Cup in 2026, which will be co-hosted by the United States, Canada, and Mexico, as well as the 2027 Women’s World Cup. The hosts for the Women’s World Cup will be decided next month. While the exact value of the deal was not disclosed, it is believed to be FIFA’s richest deal in terms of average annual value. It may also encompass the upcoming 32-team Club World Cup scheduled to be hosted in the U.S. next year.
FIFA President Gianni Infantino has developed a close relationship with Saudi Arabia and its Crown Prince Mohammed bin Salman since before the 2018 World Cup in Russia. The bidding process for the 2034 World Cup was unexpectedly opened last October, with only FIFA member federations from Asia and Oceania eligible to compete, essentially paving the way for Saudi Arabia to win. Saudi Arabia was confirmed as the sole candidate by the end of the month.
While the Visit Saudi tourist board was a minor sponsor of the 2022 World Cup in Qatar, they were not involved in the 2023 Women’s World Cup due to objections from organizers in Australia and New Zealand.