Episode Details

Saudi Arabia is no longer just a spectator in global sports—it’s becoming the epicenter. From the "Ronaldo effect" to the 2034 World Cup, is the Public Investment Fund (PIF)’s $trillion strategy actually working?

In this episode of Majlis & Markets, recorded on 24 February 2026, we sit down with Dr. Kristian Ulrichsen to dismantle the strategy behind Saudi Arabia's massive sports investments. We go beyond the headlines of "sportswashing" to explore how football serves Vision 2030, the economic diversification goals of the PIF, and the geopolitical high-stakes of hosting the world's biggest tournament.

Key Discussion Points

• ⚽ The Ronaldo Catalyst: Why his move to Al Nassr changed the global market.
• 💰 PIF & Giga-Projects: How football fits into Neom and economic reform.
• 🏆 2034 World Cup: The logistical and infrastructure hurdles facing the Kingdom.
• 🗣️ The Sportswashing Debate: Analysing international perceptions vs. domestic goals.
• 📈 The Future of the SPL: Is the league a sustainable powerhouse or a bubble?

📖 Books by Kristian Ulrichsen:

Kingdom of Football: Saudi Arabia and the Remaking of World Soccer [https://www.hurstpublishers.com/book/kingdom-of-football/]

Centers of Power in the Arab Gulf States [https://www.hurstpublishers.com/book/centers-of-power-in-the-arab-gulf-states/]

🎙️ Previous Episode with Kristian:

Episode 14: Gulf Monarchies Unveiled – Power, Wealth, and Influence [https://majlisandmarkets.buzzsprout.com/1907033/episodes/14906145-episode-14-gulf-monarchies-unveiled-power-wealth-and-global-influence]

🎓 Guest Profile: Dr. Kristian Ulrichsen - Baker Institute [https://www.bakerinstitute.org/expert/kristian-coates-ulrichsen]

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