In October 2023, Saudi Arabia was announced as the host for the 2034 FIFA World Cup. For some, it was a celebratory moment – proof that the kingdom had cemented itself as a rising giant on the international sports stage. For others, it was the latest chapter in what critics term a “sportswashing” campaign: using sport as a way of deflecting attention from human rights abuses.

Migrant workers and human rights

Much like Qatar ahead of the 2022 World Cup, Saudi Arabia’s labour force is built on the backs of migrant workers – a large portion of Saudi’s estimated ten million foreign workers are South Asians from India, Pakistan, Nepal and Bangladesh. They face scorching heat, excessive working hours and harsh living conditions to work on massive infrastructure projects.

The notorious kafala system – though formally reformed – still binds workers’ legal status to their employers, creating a power imbalance that is easily exploitable.

A recent tragic example is the case of Muhammad Arshad, a Pakistani foreman who died after he fell from an upper floor while working on the construction of the Aramco Stadium in Al Khobar – a stadium being prepared for the 2034 World Cup. After the accident, workers complained of being told to erase all signs of the accident and warned against discussing it. Arshad’s family, who depended on his income, were left in shock and mourning.

Another harrowing account is regarding Bangladeshi workers who, on their return home, reported tales of extreme exploitation, including wage theft, unsafe working conditions and extreme working hours. Many faced deportation without due process or justifiable cause, highlighting the systemic issues within the labour practices of Saudi Arabia.

Racism further compounds the plight of these workers – not limited to those of South Asian descent. Reports indicate that African migrant workers face a “cycle of abuse” in Saudi Arabia. The pan-African trade union ITUC-Africa has expressed severe concerns about workers’ treatment, stating that African labourers are “given the most crude and brutal human treatment”.

 

View this post on Instagram

 

A post shared by NEOM (@discoverneom)

The changing face of football

At home, Saudi is changing football culture. Once a weekend pastime, the sport has evolved into an all-consuming national obsession enjoyed by millions. The stadiums, which were once overwhelmingly male-dominated, first allowed female spectators in 2017– a reflection of the kingdom’s relaxing social strictures.

Local leagues are receiving record investment, with newly established academies working to cultivate homegrown talent and position Saudi Arabia as a regional football powerhouse in upcoming tournaments. Many famous names such as Neymar and Cristiano Ronaldo have joined the Saudi Pro League – for vast amounts of money – a mark of how keen the country is to improve its position in international football.

While women can now go to matches and even drive themselves to the stadium, the kingdom still keeps an eye on online opposition, curtails LGBTQ+ rights and enforces conservative social mores.

Whether or not Saudi Arabia’s transformation into a football superpower is going to bring about real reform – or just branding – only time will tell. The kingdom has modernised its infrastructure, fanbase and even women’s involvement. It is still heavily criticised for treating migrant workers poorly, censorship and repeated human rights offenses.

As the spotlight intensifies and the kickoff date draws closer, the world must ask: will Saudi Arabia’s World Cup be one of glory – or one of what it tried to conceal beneath the turf? Especially as FIFA quietly disbanded its Human Rights Advisory Board in 2023, some fear the world’s most watched soccer tournament may encounter fewer checks and criticism.