Saudi Arabia - FIFA World Cup 2034 Bid | Digital Strategy & Content Advisory – Case Study

In 2024–2025, Saudi Arabia Football Federation (SAFF) prepared its bid to host the FIFA World Cup in 2034 - a once-in-a-generation opportunity to showcase a fast-growing national football strategy and global tourism transformation. Digital channels played a critical role in communicating ambition, credibility and momentum to football stakeholders worldwide.

Objective
Build a best-in-class digital presence - using a new website and social media - to tell the story of Saudi Arabia’s football growth and unite fans, federations and global decision-makers behind the bid.

First Team’s Role
Digital advisor to SAFF and partner agencies, responsible for:

Website provider recommendation & design guidance
Website content strategy, assisting with page structure, messaging pillars and asset planning
Social media strategy development for the agency delivering bid content on behalf of SAFF
Digital engagement planning across English and Arabic audiences
Measurement approach to track impact and sentiment

Strategy

Unified Narrative
Assisted SAFF's Executive Marketing & Communications Director in developing the digital story around impact and inclusivity - rooted in the official bid positioning: “Growing. Together.”

Aligned all channels to three core content pillars:

People – A nation energised by football participation
Football – A new global home for the sport
Connections – Infrastructure and accessibility to bring the world together

Social Media Acceleration & Optimisation

Designed a global-first social strategy focused on reach and credibility:

English + Arabic rollout, with tailored tone per audience
Hashtag architecture built around #Saudi2034Bid & #GrowingTogether
Recommended content series: Stadium spotlight, grassroots stories, sustainability, volunteer community, women’s football growth
Clear funnel into digital engagement linking social to the new website to the “Join the Squad” campaign aimed at driving sign-ups and ongoing campaign activation
Clear reporting framework tracking key performance indicators

Website Transformation

Guided the selection of a modern web platform with strong bilingual support and visual storytelling capabilities.

Key priorities set:

Bring SAFF’s bold hero messaging and visual impact to life from first click
Clear navigation and multilingual content
Rich, shareable assets - including stadium renders, host-city showcases, maps

Outcomes

Launch of a modern, bilingual website showcasing ambition and credibility
A structured, repeatable content ecosystem for the bid team and agency partners
Scalable social design principles enabling consistency across channels
Enhanced engagement journey connecting global audiences to the bid mission
Digital helped reinforce confidence in readiness, supporting positive bid reception around the world

Impact

The bid’s digital presence successfully conveyed a transformational football story, aligned to national vision, and prepared for global scrutiny.

The foundations built ensure a runway for continued fan growth, stakeholder confidence and community engagement as Saudi Arabia moves from bid to delivery at the 2034 FIFA World Cup.

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