From luring stars to hosting the 2034 World Cup: how Saudi Arabia spent billions to disrupt football

Saudi Arabia pulled off one of the biggest upsets in World Cup history by beating mighty Argentina in Qatar four years ago.

That stunning win against Lionel Messi and eventual champions proved to be just the start of his campaign to disrupt football. Perhaps no country has done more to shake up the world’s most popular sport.

Within weeks, Cristiano Ronaldo became the first of a string of superstars to leave Europe for the Saudi league, with the five-time Ballon d’Or winner declaring: «In Europe my work is done. This is a new challenge.»

Karim Benzema was lured away from Real Madrid. Brazilian icon Neymar also made the switch to the oil-rich kingdom. Although attempts to sign Messi and Kylian Mbappe were unsuccessful, Saudi Arabia achieved its biggest victory of all: the right to host the 2034 World Cup.

It was all part of the country’s attempt to move away from its heavy dependence on oil and explore other income-generating sectors. Some critics say it is also an attempt at sportswashing, using sport to change public image despite its human rights record and crackdown on dissent.

Billions of dollars have been spent to secure the world championships in boxing, F1 and tennis. The Saudi-backed LIV Golf enticed big winners to quit the PGA. The company recently announced it will be raising funding from this venture, but its commitment to football remains strong. Some of the top teams are owned by the country’s sovereign wealth fund.

Read more: Saudi Arabia squad for FIFA WC 2026: full list of players announced

This year’s tournament will be a test of how far the Saudi national team has come against the backdrop of such spectacular spending.

“We cannot promise miracles, but we promise you that we will give everything to achieve our goals,” said newly appointed coach Georgios Donis.

An influx of top overseas talent does not necessarily translate into better performances from homegrown players on the international stage.

There was the disappointingly early elimination from the 2024 Asian Cup in the round of 16. Saudi Arabia’s most memorable contribution to that tournament – just over 12 months after its historic victory against Argentina – was Italian coach Roberto Mancini walking off during his team’s losing penalty shootout against South Korea. Months later, Mancini was out of a job.

In came Frenchman Herve Renard, who had led the team in Qatar in 2022, and the team promptly secured qualification for this year’s tournament. But in April, less than two months before Saudi Arabia starts its World Cup campaign, Renard was replaced by Greek coach Donis.

Donis has coached several teams in the Saudi league and has also worked with a number of players going to the World Cup. Among them is striker Feras Al Buraikan, a back-to-back Asian Champions League winner with Al-Ahli.

His appointment at such short notice appears to be based on his specific knowledge and experience of Saudi football, with the Saudi Football Federation saying he was expected to support a seamless transition.

«The advantage for us is that I spent many years in Saudi Arabia and know the culture of the country and the players. That’s why we want to be very competitive and fight hard,» Donis said last month when announcing his selection.

As the number of stars from abroad has dwindled and big names have left – including Neymar – Saudi football’s governing body has taken steps to develop its own players. In May, Matt Crocker was lured from his role as U.S. Soccer’s sporting director to lead talent development in Saudi Arabia.

Investment in youth has doubled to $26.7 million over the past three years, with an expansion of regional training centres, all with an eye on the 2034 World Cup on home soil.

Above all, this is this year’s tournament and the chance to shock the world again.

“I believe that all players have the ability and passion necessary to commit to our plan, which will allow us to build a strong and united team step by step,” said Donis. “I believe in their capabilities, so my priority now is that they believe in their capabilities, are convinced of the plan and know what is required of them.”

Published on June 7, 2026