Fifa’s Love Affair with Saudi Arabia Continues with Aramco Deal
In a significant move for Fifa’s partnership portfolio, the global governing body announced this week that Aramco, Saudi Arabia’s state oil company, has become a “major global partner” for the next four years. This latest addition to the top tier of Fifa sponsors, which includes long-time partners Adidas and Coca-Cola, as well as Qatar Airways, solidifies Saudi Arabia’s growing influence in the world of football.
The deal, set to run until 2027, coincides with the upcoming men’s World Cup in Saudi Arabia in 2034, hinting at a long-lasting relationship between Fifa and the kingdom. This announcement follows a recent sponsorship agreement between Saudi Arabia’s sovereign wealth fund and the Madrid Open tennis tournament, showcasing the country’s expanding presence in the sports world.
With Saudi Arabia’s previous attempts to disrupt the golf industry by creating a new rival structure, this new partnership with Fifa marks a strategic shift towards working within established systems. As the sports world continues to evolve, Saudi Arabia’s investments in global sports partnerships are shaping the future of the industry.
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