Football Fever in Saudi Arabia: Nation Branding and Framing Images of Transformation

This article examines the Saudi state’s strategic use of football as a nation branding strategy to (re)position itself globally, claiming national and international legitimacy while projecting an image of a progressive global entertainment hub. It argues that the state appropriates football—once dismissed by religious scholars and feared by authorities as a space for potential political dissent—as a popular cultural symbol to communicate its new identity. Analyzing football as a part of the state’s ‘politics of fun’, the article argues that the nation branding visuals are not merely promotional tools but are essential in constructing a new social imaginary that shifts external perceptions beyond religious conservatism and gender segregation. Simultaneously, this strategy obscures less glamorous social realities, such as the imprisonment of political dissidents and exploitative labor conditions. The analysis focuses on two key examples: the acquisition of football icon Cristiano Ronaldo and the 2034 World Cup campaign. It situates these practices within global power hierarchies shaped by histories of colonialism, identity formation, consumerism and entertainment. By targeting domestic and international audiences, the Saudi leadership positions itself as progressive, youth-oriented and capable of transformative change, revealing a tension between liberalizing public space and maintaining authoritarian control.