On the 11th of December 2024 Saudi Arabia won a bid to host the 2034 World Cup and International criticism has escalated since this announcement. Now there is serious doubts that the competition will be an inclusive and safe event for international football fans to attend. LGBTQ+ persons will be at risk of harsh oppression, other concerns including a lack of fair pay, and minimal OH&S will arise. FIFA seem to turn a blind eye to this regardless of their commitments to human rights. Saudi Arabia hosting the FIFA World Cup 2034 risks legitimising the regime’s repression of human rights.
Critics Including Amnesty International and The Guardian have argued that Middle Eastern investment in football is highly unethical and simply defined it as ‘sportswashing’. Although others that include the Fair Observer, and some in Academia, like Crossley and Woolf point out positives from Middle Eastern investment into football. They argue the increased investment over recent years has benefited the game, players, and fans. Albeit condemnation has come from a greater number of critics around the globe that see Saudi Arabia’s large investments in the world game as ‘sportswashing’, FIFA argue that Saudi Arabia has been deemed a ‘medium’ human rights risk.
Critics point to the line being crossed.
The World Cup in 2034 is going to be a mark in history that will be remembered. But it won’t only be for a Maradona’s hand of God goal witnessed at the 1986 World Cup in Mexico, that the world remember for years to come. Of course, unless you are English, then you will mostly think he is a cheat and your empire was robbed. It will be for a reason that won’t be remembered for something that happens on the pitch. For many it will legitimise an oppressive regime socio-politically. Leading up to that point those critics I’ve mentioned and many more are discussing potential points that will likely lead to social and political unrest.
There are a couple of major points that they think are likely to unravel the ethical image of FIFA, critics are going press FIFA, press them heavily. The first part of the argument that is made by Paul MacInnes from the Guardian1, discourse that identifies that FIFA are being complicit in what some critics call sportswashing by accepting large sums of revenue from the nation.
This is a term which refers to an idea around Saudi investment on sports to improve their image or whitewash the poor perceptions of the country abroad. More often seen in a world outside of sports media in other world news. The concept is that Saudi Arabian image, or soft power being improved by large investments in sport.
These investments are made by the PIF, a Sovereign investment fund. A fund owned by the royal family. A family that leads their country using an old family recipe, a version of monarchical authoritarianism is what it has been compared to from western perspectives. Human Rights Watch has also linked this firm to human rights abuses. As a fellow journo recently points out, it could be Nepotism at its finest as seen in the royal Family.
The second point stems from the why? Why are they trying to improve their image; And that is where the elephant in the room is. Human rights, Amnesty international are one of the critics that are backing condemnation and pressing FIFA, since their announcement of the competition location in 2034. Condemnation2 can be seen from Amnesty International the day of the announcement. A wave of criticism around human rights violations most surely followed.
As Amnesty points out, lives will be at risk. 21 organisa3tions have published a petition, organisations that range from those based in the Gulf nations and also diasporic organisations centred on human rights in the Middle east, who have all condemned FIFA’s announcement awarding an uncontested bid to the Saudi’s.
Amnesty International’s Steve Cockburn States “FIFA’s reckless decision to award the 2034 World Cup to Saudi Arabia without ensuring adequate human rights protections are in place will put many lives at risk”. The claims coming from Cockburn are not unfounded, there is evidence to suggest that FIFA knows that the workers preparing Saudi stadiums will die. He continues to suggest that further human rights abuses will occur.
Unfortunately, FIFA have created a situation for many that will stop them from witnessing the spectacle of the competition for a real fear of this predictable retribution for fans, along with being complicit in worker abuse and further legitimising the Saudi regimes oppression of its citizens.
FIFA’s Justification
OK, let’s look to something that doesn’t have an astounding theme of malcontent for the Saudi regime, what FIFA sees, when the World has already seen Saudi’s oppressed regularly in media that circulates online.
There are however those trying to find a positive in this Human rights debacle, pointing to another side to this story. However, they may be through another instance of episodes of sportswashing. Which in the case for Saudi Arabia means they have paid their way onto the world stage and are looking to become a new part of various international sporting communities, distributing massive investments that don’t just include football. See LIV golf challenging the PGA golf competition.
An example from the English Premier League. In Newcastle United’s case they’ve kept the lights on. Crossley &4 Woolf argue that the idea of sportswashing acts as ‘doxa’ or a discussion around common sense. This is because the most likely answer is commonly the right one, if there’s smoke there’s fire. the authors acknowledge it is most likely that it is a case of sportswashing.
However, they acknowledge there are contrasting benefits that Newcastle has reaped, which shouldn’t be disregarded. Including, the increased access to capital that Newcastle United have been the recipient of either directly or indirectly from Saudi investment. Improving wages and infrastructure are key points to consider as a counter perspective, other than their own, and my own, earlier discussion around sportswashing. They conclude that there is a bigger picture, ideating that it is also an avenue of increased political and social inclusivity. Which theoretically sounds like it will promote change.
Another perspective that is touting the decision, from Ellis Cashmore5, who wrote an article in the Fair Observer has made some valid counterarguments. Or ten, ten reasons of why he thinks that Saudi Arabia hosting the games will be good for Human rights in the Gulf nations. Cashmore argues four main arguments of Human rights and six other arguments. These four ideas that suggest the competition will promote ethical labour practices, increase inclusivity, open dialogue around LQBTQ issues, and advance women’s rights in Saudi Arabia and other Islamic nations. But look shiny.
The other six arguments he proposes don’t correspond to the Human rights discussion; they surround economic gains and the potential that the investments bring to economies. Like the article around Newcastle United’s PIF takeover, Cashmore recognises the benefits that large financial injections from the Saudi regime will have on the sporting world and how they are ready to shake things up and will continue to make a splash in mainstream sports.
There is a repetitive argument being made here, one that puts money above people. The Worlds game is being given to Saudi Arabia as money seems to be more valuable than people to FIFA and the other mentioned recipients of revenue in multiple sporting codes, it’s hard to think sportswashing isn’t happening when such large investments reach many sporting realms.
It’s the Worlds game. Not FIFA’s
There is no way for it to be an inclusive event that is supposed to be showcasing the worlds game, it will not be the game that is inclusive to everyone, it will no longer be the world’s game. I feel it will post a line for an unethical image of humanity That FIFA is backing.
FIFA are not scarce of the corrupt and corruption6. It seems that Saudi Arabia’s sportswashing, as critics describe, has got a lot to do with why they were awarded the 2034 world cup. Arguments made by the Norwegian Football Federation point to evidence that FIFA has used flawed decision-making process. A Reuters article published recently stated Lise Klaveness from the NFF has declared it will no longer back FIFA as the custodians of international football, due to their disregard of human rights, rights that FIFA has stated they are committed to.
Less than six months after the 2022 World Cup in Qatar Human rights7 watch noted that things were quickly returned to the way they were before the competition. The Qatari nation defunct on allowances of workers’ rights and did not pay employees in many instances. Now this can’t be expected to happen in Saudi Arabia in 2034 just because it is another Middle Eastern Nation, I do not want to conflate the two. Yet this fact shows that FIFA are not committed to their own Human Rights guidelines and do not act on criticism that they have received in the past.
The position of Amnesty I stated earlier is evidence based, that is people have died in these situations recently. Looking forward it may be workers, or it may be those from diverse communities that attend the World Cup. Sharia law and LGBTQ aren’t and will never be in discussion, as Cashmore suggests.
A lot of the counterarguments that come from critics have one common theme; I am sure some readers are savvy to what I’m suggesting. FIFA is a business, it is not the owner of Football, yet they are selling it out to the highest bidder. Newcastle United is an example in English Football, but it goes deeper. Many footballing federations and other sports including LIV golf and Formula 1, the list goes on and on. I could find you many cases or arguments that show some benefit from Saudi led investments have had in sports. It’s all just shiny lights made to distract the world from the real ‘why’ of why sportswashing occurs. To gain a softer image.
Surely as we move forward other nations will also condemn FIFA and the 2034 competition. Norway may be known to have a progressive government. I think they are just doing what is right. I suggest other nations will soon follow their lead, maybe not all, it could be fewer nations than I expect. Yet a hard truth is that even if nations as Norway have done and condemned the competition it isn’t likely to change anything in Saudi Arabia or alter FIFA’s position.
Is this the worlds game we are speaking about, it is meant to be. The world is changing, and many corporations are changing with it. However, corporations are facing boycotts for their involvement in Middle Eastern affairs. Unions in 36 nations8 have backed complaints for migrant workers leading up to this point in time and companies linked to Saudi Arabia 2034 are facing boycott, understandably so.
Amnesty International’s calls to condemn the competition and the reasons they have stated why are paramount here, people will also have little chance of changing the Saudi Arabian regime or law. These atrocities will happen, and we know they will. We have seen tragedies at the World Cup before, and I don’t think fans will want to see them again.
Where do we go from here?
The number of critics around the World Cup 2034 host is tremendous, the Human rights violations that they have argued are real. The competition will put many lives at risk. The Saudi Regime says they will welcome everyone, are they going to put Sharia law on hold. I think not. Football will be Juxtaposed to western ideologies in the middle east, Ideologies that are far more liberal. The examples of corruption and sportswashing as described are only the start, the human rights issues are undeniably different to the west, many western fans may be a member of the LGBTQ+ community, who will be at risk of capital punishment for the way they chose to live their lives. Women will not have the same rights as men and workers will be in harm. This lie that FIFA suggests is clearly a farse, the lie may see some people stoned to death on the street. Everyone will not be welcome and I’m not being dramatic; I’m applying the logic that history has shown me to be reality. Sportswashing should no longer be accepted as an excuse or reason to accept what is happening in world sports and praised for the wealth it is bringing to the table. Moreover, FIFA claiming a medium human rights risk is a sham, it is as clear as the nose on my face. Condemnation is the only way that things will change. I will boycott the competition at this stage. Unless pigs truly do fly.
- McInnes, P. (2025) The Gaurdian. Fifa breaching own human rights rules over Saudi Arabia World
Cup, lawyers say. https://www.theguardian.com/football/2025/may/15/fifa-breaching-own-human-rights-rules-over-saudi-arabian-world-cup-lawyers-say ↩︎ - Amnesty International (2024) FIFA / Saudi Arabia: Human rights groups, football supporters,
worker organisations express “deep concern” at global law firm’s flawed World Cup 2034 assessment https://www.amnesty.org.au/saudi-arabia-global-law-firms-flawed-world-cup-2034-assessment/ ↩︎ - Amnesty International (2024) Global: Confirmation of Saudi Arabia as 2034 FIFA World Cup host
puts many lives at risk https://www.amnesty.org/en/latest/news/2024/12/global-confirmation-of-saudi-arabia-as-2034-fifa-world-cup-host-puts-many-lives-at-risk/ ↩︎ - Crossley, S., & Woolf, A. (2024). “Fog on the tyne”? The “common-sense” focus on
“sportswashing” and the 2021 takeover of Newcastle United. International Journal of Sport Policy & Politics, 16(2), 307–322. https://doi.org/10.1080/19406940.2024.2342394 ↩︎ - Cashmore, E. (2024) Fair Observer. Ten Reasons Saudi Arabia Should Host the 2034 FIFA World
Cup Finals https://www.fairobserver.com/world-news/ten-reasons-saudi-arabia-should-host-the-2034-fifa-world-cup-finals/#:~:text=Culture-,Ten%20Reasons%20Saudi%20Arabia%20Should%20Host%20the%202034%20FIFA%20World,hosting%20such%20a%20prestigious%20event. ↩︎ - Rollin, J. (2024). 2015 FIFA corruption scandal. Encyclopedia Britannica.
https://www.britannica.com/event/2015-FIFA-corruption-scandal/additional-info#history ↩︎ - Human Rights Watch (2024) Qatar: Six Months Post-World Cup, Migrant Workers Suffer
FIFA/Qatari Authorities Paid No Compensation, Silent on Wage Theft.https://www.hrw.org/news/2023/06/16/qatar-six-months-post-world-cup-migrant-workers-suffer ↩︎ - Pattison, M. & Mc Innes, P. (2025) Unions from 36 countries protest over treatment of migrant
workers in Saudi Arabia.https://www.theguardian.com/football/2025/jun/04/unions-32-countries-protest-over-treatment-migrant-workers-saudi-arabia ↩︎
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