FIFA solidified its relationship with Saudi Arabia by announcing a sponsorship agreement with the kingdom’s state oil company, Aramco. This move was widely anticipated, especially after Saudi Arabia was nearly confirmed as the host of the 2034 men’s World Cup last October. The sponsorship deal extends until 2027 and includes major tournaments like the 2026 men’s World Cup, 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 2027 Women’s World Cup will be announced next month.
While the financial details of the deal were not disclosed, it is likely to be FIFA’s most lucrative sponsorship agreement in terms of average annual value. The agreement may also cover the inaugural 32-team Club World Cup, which is scheduled to take place in the U.S. next year. FIFA President Gianni Infantino has established strong connections with Saudi Arabia and its Crown Prince Mohammed bin Salman since before the 2018 World Cup, which was sponsored by Russian state energy company Gazprom.
The bidding process for the 2034 World Cup was notably opened last October, with only FIFA member federations in Asia and Oceania eligible to compete. This process seemed tailored for Saudi Arabia to win, and the kingdom was confirmed as the only candidate by the end of that month. While the Visit Saudi tourism board was a minor sponsor of the 2022 World Cup in Qatar, they did not sponsor the 2023 Women’s World Cup, following objections from organizers in Australia and New Zealand.