In recent years, the power of branding and design in global sporting events has gone beyond just aesthetics. It has become an essential tool in reshaping how host destinations are perceived on the world stage,

In two months' time FIFA is set to confirm Saudi Arabia as the host of the 2034 World Cup. The world soccer body was urged again Friday to allow independent scrutiny of the kingdom’s human rights obligations for the tournament.

FIFA is to make a decision on the host nation for the 2034 edition of the World Cup, although it appears to be a foregone conclusion at the moment with Saudi Arabia being the only nation to bid for hosting rights.

Experts and activists urge FIFA to scrutinize Saudi Arabia's human rights obligations before confirming it as the 2034 World Cup host. Concerns mirror past oversight in Qatar's 2022 bid, with calls for ongoing reviews and potential contract terminations to ensure labor rights and social reforms.

Maguire has echoed reports that suggest that Saudi Arabia’s Public Investment Fund, who own Newcastle United, could bail FIFA out and stump up the cash for a TV deal. “The tournament isn’t very popular ,” he said.

A group of leading legal figures say Fifa has ignored their report on human rights concerns over the 2034 World Cup, warning that the governing body is “dealing with the devil” in planning to take the tournament to Saudi Arabia.