ollowing a wave of high-profile investments in sport over the past five years, Saudi Arabia has found itself under intense global scrutiny.

From the takeover of Newcastle United football club to the creation of LIV Golf, the kingdom’s sports strategy has drawn headlines and heat.

When football body Fifa confirmed in December last year that Saudi Arabia would host the 2034 men’s World Cup, the decision felt all but inevitable, just like the global criticism that followed.

In the run-up to the tournament, Saudi officials should brace for heightened scrutiny. Human rights groups, global media outlets and outspoken football fans are unlikely to stay silent in the face of perceived injustices. That makes image and reputation management paramount, as Riyadh seeks to shape global perceptions ahead of 2034.

Meanwhile, Saudi officials continue to frame events such as the Fifa World Cup as pillars of the kingdom’s national transformation, a strategic push to reshape the country from within while projecting soft power abroad. The goal, they say, is to shift global ideas about the kingdom for decades to come.

If all this sounds familiar, it’s because it is. The same arguments played out in the lead-up to Qatar’s controversial hosting of the 2022 World Cup, a tournament dogged by criticism around labour rights and image management, yet ultimately hailed by many as “the best ever”.

Nevertheless, a study, seen exclusively by AGBI, reveals that Saudi Arabia’s sports strategy is beginning to influence global perceptions in a more positive direction.

YouGov surveyed 25,000 people across multiple countries, before and after the kingdom’s World Cup bid announcement, and tracked how attitudes are shifting in response to Saudi Arabia’s expanding role on the international sporting stage.

The findings show perceptions of the kingdom are softening, with many respondents viewing Saudi Arabia as a capable host, likely to deliver a welcoming and safe tournament. Intended behaviours, such as travel interest or support for the event, also appear to be improving.

Concerns tied to oil dependency and alleged discrimination are showing signs of decline, especially among younger age groups, who seem more open and positively inclined towards the kingdom.

Respondents from countries such as Argentina, Brazil, Italy, Turkey and the US reported the most pronounced change, with many now expressing a more favourable and nuanced view of Saudi Arabia.

Still, the results are not all encouraging for Riyadh. In parts of the Global North, particularly the UK, Germany and Scandinavia, scepticism remains. Among some in these regions, the announcement of the 2034 World Cup has not quelled criticism, only deepened it.

In a separate paper, doctoral student Chris Toronyi has explored how Newcastle United fans’ perceptions of Saudi Arabia evolved before and after the club’s acquisition by the Public Investment Fund.

The findings are largely positive: many fans embraced developments at the club, with some even becoming social media influencers and enthusiastic amplifiers of pro-Saudi narratives.

The controversial nature of the takeover appears to have shaped fan perceptions, with many seeing Saudi Arabia not just as a financial saviour, but as a force battling establishment resistance. In this narrative, UK government and regulatory attempts to block the deal only heightened fans’ identification with Saudi Arabia, positioning the kingdom as an ally in a larger struggle.

However, sentiment wasn’t universally positive. Concerns over the club’s handling of LGBTQ+ issues, its stadium redevelopment plans and transfer policies have triggered criticism. These episodes demonstrably shaped fans’ attitudes toward Saudi Arabia, suggesting that goodwill may have limits, and that fan loyalty can hinge, at least in part, on ethical and economic performance.

What both studies reveal is the range and complexity of public opinion toward Saudi Arabia, a divergence also witnessed during Qatar’s hosting of the 2022 World Cup.

They also highlight how meaning is co-created through a dynamic web of influences: media framing, advocacy campaigns, official messaging and the ever-shifting sentiments of sports fans

For Saudi officials hoping to shape global narratives around the 2034 World Cup, and the kingdom’s broader sports strategy, the implication is clear: they must navigate a highly complex communications landscape.

And the work starts now, long before the first ball is kicked.

Simon Chadwick is professor of AfroEurasion sport at Emlyon Business School in Lyon and formerly worked at Skema Business School in Paris