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:
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Website provider recommendation & design guidance
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Website content strategy, assisting with page structure, messaging pillars and asset planning
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Social media strategy development for the agency delivering bid content on behalf of SAFF
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Digital engagement planning across English and Arabic audiences
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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:
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People – A nation energised by football participation
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Football – A new global home for the sport
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Connections – Infrastructure and accessibility to bring the world together
Social Media Acceleration & Optimisation
Designed a global-first social strategy focused on reach and credibility:
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English + Arabic rollout, with tailored tone per audience
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Hashtag architecture built around #Saudi2034Bid & #GrowingTogether
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Recommended content series: Stadium spotlight, grassroots stories, sustainability, volunteer community, women’s football growth
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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
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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:
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Bring SAFF’s bold hero messaging and visual impact to life from first click
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Clear navigation and multilingual content
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Rich, shareable assets - including stadium renders, host-city showcases, maps
Outcomes
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Launch of a modern, bilingual website showcasing ambition and credibility
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A structured, repeatable content ecosystem for the bid team and agency partners
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Scalable social design principles enabling consistency across channels
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Enhanced engagement journey connecting global audiences to the bid mission
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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.
