The advisers who came to Zurich on Friday want FIFA president Gianni Infantino, who is closely tied to Saudi political and soccer leaders, to learn from how Qatar was picked to host the 2022 World Cup. Qatar won in 2010 with little thought from FIFA’s then-leaders about legal safeguards and reputational challenges.

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.

Conran Design Group's Ludwig Duran, whose recent work includes campaigns like the Paris 2024 Olympics, highlights how brand and design of major sports events can reshape the perception of the host nat

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.