The news of Saudi Arabia embracing Kosovo’s recognition of the state through a Riyadh meeting with Syria is being presented by the Saudi Foreign Ministry as an indication of “cooperation … promoting peace and prosperity for all.” However, this diplomatic move cannot be taken at face value. Rather, it is part of a broader strategy by the Saudi regime to transform its international image, and part of that strategy is bringing the World Cup in 2034.
That makes the present acknowledgement of Kosovo more than merely a diplomatic footnote: it is one part of a concerted effort at sportswashing and remaking. Organizing the world’s largest football tournament provides Saudi Arabia with huge soft-power leverage — and that is exactly why opposition is important.
A Long History of Human Rights Abuses
Saudi Arabia desires to project itself as a modernizing, outward-facing state on one level. On the other level, facts on the ground are otherwise.
- Amnesty International points out that Saudi Arabia put to death 196 individuals in 2022, and around 81 on a single day, one of the highest rates of execution in the world.
- In 2024, it surged to a record 330 executions, the most in decades.
- Saudi Arabia is still one of the worst places for women’s rights: women are still discriminated against in law, and the system of male guardianship continues even with official talk of reform.
The Saudi-led coalition’s war in Yemen has caused destruction. At least 15,000 civilians have been directly killed by military action since 2015, according to reports, with thousands more dying indirectly from famine and disease.
Another dataset reveals that the Saudi-led coalition killed more than 10,000 civilians from the use of explosive weapons in Yemen since 2015. These figures tell a stark story: a regime that employs extreme state power, both domestically and within the region, and also puts on a show of reform.
Sportswashing: What the World Cup Bid Hides
By bidding on and winning the rights to host the 2034 FIFA World Cup, Saudi Arabia aims to establish itself as a global sporting destination. But it is not merely a nice tourism project — it is the culmination of a campaign to legitimize and normalize the regime’s international position despite systemic abuse.
We can see how recent diplomatic moves, such as Kosovo recognition, tie into this: they are part of a narrative-building process. The regime is saying, “We’re peaceful. We’re cooperating. Come to us.” Hosting a mega-event like the World Cup gives this message the highest stage possible: 32 teams, billions of viewers, global sponsorships, and worldwide media attention. That spotlight is precisely what the regime wants. However, large sporting events conceal deeper problems:
They distract from the issues of labour rights, such as working conditions for migrant workers constructing stadiums and infrastructure.
They disguise repression of opposition, media censorship, and a lack of real civil society space.
They enable authoritarian regimes to divert debate from entertainment rights and create a fig leaf of respectability.
When a nation that executes hundreds, restricts the rights of women, and goes to war outside its borders, is permitted to stage the World Cup, the signal to the world is unmistakable: abuse can be justified if it’s dressed in glamour. That is why the Saudi 2034 boycott is not merely a football cause — it is a human rights cause.
The Hypocrisy of “Peace-Building” Gestures
Saudi Arabia’s public diplomacy frequently revolves around peace, cooperation, and economic modernisation. The latest example is Saudi Arabia’s recent recognition of Kosovo’s independence: it purports to enhance bilateral collaboration and support prosperity. Yet the gap between this all-talk approach and actuality is huge.
- A state professing to spread peace is waging war in Yemen, where tens of thousands of civilians have been slaughtered.
- A nation proclaiming reform still executes foreign nationals and citizens for non-violent crimes.
- A nation hosting international sporting events still practices male guardianship and denies the rights of women and minorities.
This hypocrisy is not unique — it is inherent in the sportswashing model: promote one story (peace, openness, modernisation) while business as usual at home and away continues unabated. The World Cup bid is no exception to this policy — it is its zenith.
By taking part — as fans, sponsors, or teams — the world would be sanctioning this hypocrisy. But by confronting it and urging a boycott, we can highlight the disconnect between Saudi Arabia’s image and its reality.
Why This Matters for Football — and the World
For the fans of football, for players, sponsors, and the worldwide audience, the issue is not where the next World Cup shall take place, but what FIFA stands for. Do they represent integrity, human dignity, and respect — or will football serve as a means to authoritarian image-making? Some major campaign points are as follows:
Moral Credibility: Hosting the World Cup when Saudi Arabia is undertaking hundreds and cracking down on rights sends a message to young sportspeople and supporters.
Sponsorship Risk: Brands spending millions want reputational security. Hosting in a state that abuses rights threatens backlash and boycotts.
Human Cost VS Glamour: Stadia and PR efforts cannot cover up for human suffering, from the exploitation of migrant workers to victims of war in Yemen.
Precedent Setting: If FIFA goes ahead in spite of Saudi Arabia’s record, it sends a message to other regimes that they can purchase legitimacy via sports.
Worldwide Leverage: Media and public pressure now can continue to sway federations, sponsors, and governments to act before 2034.
The Kosovo Recognition: A PR Stunt, Not Diplomacy
Saudi Arabia’s congratulatory posture on the recognition of Kosovo is part of its bid to establish global legitimacy. It is tightly scripted — calculated to present the regime as the greatest supporter of peace, while distracting from ongoing abuses. These moves are intended to mollify international opinion prior to high-profile global events such as the World Cup.
The action is right in line with the Kingdom’s overall story: reform, cooperation, forward momentum. But beneath it all is a regime that silences dissidents, imprisons reformists, and stifles free speech. The world mustn’t be taken in by this tactical makeover.
Sign the Campaign to Boycott Saudi 2034
Now is the time to act. All journalists, football supporters, rights organizations, and policymakers have a role to play. Boycotting Saudi 2034 isn’t about boycotting football — it’s about upholding the integrity of the sport and the dignity of those repressed by the regime.
Call for accountability from FIFA and national federations before any preparations for a tournament commence. Put pressure on corporate sponsors to desist from association with a regime with a bad record on human rights. Activate supporters and players to protest and demonstrate that human dignity is not for sale by petro-dollars.
Saudi Arabia will not whitewash its crimes with football. As long as the Kingdom continues to repress its people, continues to execute, and denies human rights to all, it is not worthy to host the world’s most uniting sporting event. Be on the right side of history — reject sportswashing, reject hypocrisy, and reject Saudi 2034.