Visit Saudi to sponsor Women's World Cup

Visit Saudi, the Gulf nation’s tourist board, is "set to be unveiled as a sponsor" of this summer’s FIFA Women’s World Cup in Australia and New Zealand. The World Cup will "also have a new commercial strategy" as the governing body "attempts to capitalize on the growing interest in the women’s game." Saudi Arabia’s involvement, however, is "likely to draw interest" given the country’s human rights record. The sponsorship of one of FIFA’s flagship competitions is also "likely to pose questions over whether Saudi Arabia will bid" to host a major soccer tournament in the coming years. Ads promoting Saudi Arabia were "very visible in neighbouring Qatar" at the 2022 men’s World Cup. A joint bid between Saudi Arabia, Greece and Egypt for the men’s World Cup in 2030 has long been mooted (THE ATHLETIC, 1/30).