Genuine support or marketing play? Neymar backs Saudi Arabia for 2034 World Cup

One of the most high-profile signings in Saudi soccer history, Neymar has once again fired up headlines through open support for Saudi Arabia's bid to host the 2034 World Cup. Or is the Brazilian star doing more than just play the poster boy of Al-Hilal? In the video published on the club's social media, Neymar said that the Middle Eastern nation deserves the chance to host the world's greatest sporting event, and of course, this statement has already begun to stir things up.

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To say Neymar is just another name in the vast market of elite players moving to Saudi Arabia would understate the effect his signing has. Along with stars Cristiano Ronaldo, Sadio Mané, and Karim Benzema, Neymar did not just arrive to play soccer; he came to help shape a narrative. Saudi Arabia doesn't just want to be seen as an emerging soccer nation. It wants to position itself as a global powerhouse in the sport. And the 2034 World Cup is a key part of that strategy.

What's at stake?

Saudi Arabia has made its intentions known, and the country is just using sports as a means of interference for maintaining a good image on the international stage. Saudi Arabia is officially the only bidding nation in the running to host the 2034 World Cup. That of course creates a big question: is the bid standing on its own merit or is it driven because it lacks competition?

Neymar, by publicly supporting this effort, is clearly acting in concert with the interests of his new employers. But his comments also suggest some genuine enthusiasm. "I think it will be a very surprising World Cup," he said in the video, hinting that the tournament may show an international audience a different Saudi Arabia.

But the question now is: is this "enthusiasm" enough for its selection as the host of the country? Specially because the next World Cup in 2026 will be the first in history to take place across three nations-the United States, Mexico, and Canada-and the 2030 edition has already been confirmed for six different countries?

Is Saudi Arabia ready?

Neymar might believe in absolute faith that Saudi Arabia has the potential to host a World Cup, but, surely, one does need to look beyond words to concrete facts. Infrastructure, extreme climate, and the political environment of the country are some parameters that can't be disregarded. All right, it is a country that surely can afford to host such a mega event, but is that all?

It is not only a question of the greatness of the stadiums or large contracts. There's an issue of logistics, such as the capability for accommodation to host millions of fans from around the world, and, of course, the atmosphere that only soccer can create. Is it possible for a country in full transformation-previously both in sports and society-balancing everything?

Neymar's role in transforming Saudi Soccer

It is no secret that, as with other superstars, Neymar was wooed to Saudi Arabia with insane contracts. In any case, his function surpasses the field of soccer. To a large extent, Neymar happens to be an informal ambassador of the Saudi soccer revolution. Few athletes can compete with the level of global media attention he brings and the endorsement he has given to the country's World Cup bid.

One of the most recognizable names in global sports, Brazil national team forward, might have a word or two of influence on the final decision from FIFA. Though one can hardly expect his support to turn the course of the bidding process-surely for Saudi Arabia, his voice would lift its international profile. After all, Neymar's connection to Saudi soccer is more than the pitch: He is a significant figure in Saudi Arabia's soft power strategy, one that employs sports as part of a method to help improve the kingdom's image on the world stage.