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Saudi Arabia set to host 2034 FIFA World Cup after Australia withdraws

Saudi Arabia has all but sealed the hosting rights for the 2034 FIFA World Cup after Australia pulled out of the race hours before the FIFA deadline today.

The Middle East giants threw their hat in the ring soon after the world football governing body announced that the 2034 edition can only be held in Asia or Oceania.

The Gulf nation soon gathered plenty of support, including the backing of Asian Football Confederation (AFC) President Sheikh Salman bin Ibrahim Al Khalifa, as Australia emerged as the only challenger.

But the co-hosts of the 2023 FIFA Women’s World Cup decided against it and instead will concentrate on the 2026 AFC Women’s Asian Cup and the 2029 Club World Cup.

“We have explored the opportunity to bid to host the FIFA World Cup and – having taken all factors into consideration – we have reached the conclusion not to do so for the 2034 competition,” a statement from Football Australia read.

“Instead, we believe we are in a strong position to host the oldest women’s international competition in the world, the AFC Women’s Asian Cup™ 2026, and then welcome the greatest teams in world football for the 2029 FIFA Club World Cup.

“Achieving this – following the FIFA Women’s World Cup Australia and New Zealand 2023™ and with the Brisbane 2032 Olympic Games – would represent a truly golden decade for Australian football.

“For international tournament hosting, the Australian time zones provide significant opportunities for broadcasters, and we are within touching distance of billions of people in Asia and Oceania, which also helps to provide a strong commercial outlook for competitions.”

Australia had hopes previously when Indonesia announced its intention of a joint bid only to do a U-tun a week later and back the Saudis.

If Saudi Arabia win, it will be the second Gulf country to host the World Cup in a span of 12 years after fierce rivals Qatar staged the event last year.

Crown Prince Mohammed bin Salman and his regime has been criticised by the international community for sportswashing to cover up for the accusations of human rights violations.

Homosexuality is a crime in the country, while the nation has been under fire for its record on women’s rights, free speech, and its role in war in Yemen since 2015.

Bin Salman was also allegedly behind the murder of Jamal Khashoggi, a Saudi dissident journalist, who was was killed by agents of the Riyadh Government at its consulate in Istanbul in 2018.

The 38-year-old has vowed that Saudi Arabia will continue to sportswash if it helps to increase the nation’s gross domestic product.

Infantino was recently pictured along with bin Salman during the launch of mega prize money annual Esports World Cup, an industry that the country has invested heavily in.
Jeddah has already been chosen to host this year’s men’s FIFA Club World Cup, and a bid from the country for the 2035 FIFA Women’s World Cup has been mooted.

The 2026 FIFA World Cup will be held in the United States, Mexico and Canada – the first hosted by three countries.

Spain, Portugal, and Morocco will almost certainly host the centennial FIFA World Cup in 2030, requiring just the formalities of a successful bidding process and ratification by next year’s FIFA Congress.

Plans for special one-off matches in Uruguay, Argentina and Paraguay are also in place.

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Marketing & Sponsorship

Niger Delta Sports Festival: Akwa Ibom ready to host – Gov Umoh Eno

 

The maiden edition of the Niger Delta Sports Festival has received a major boost with the assurance by the Akwa Ibom State Government of its readiness to host.

The State Governor, His Excellency, Pastor Umoh Eno, gave the assurance on Thursday during a courtesy visit by the management of the Niger Delta Development Commission led by the Managing Director, Dr Sam Ogbuku, accompanied Executive Director, Sector Directors, and the Project Consultants, Dunamis Icon, to brief the Governor on the objectives for instituting the multi sports competition and plans for its successful realisation.

Thanking the NDDC for initiating the festival and choosing Akwa Ibom State as host of the maiden edition, Gov Enoh said the visit by the NDDC shows it’s seriousness on the project.

“We thank you for the privilege to host. Your visit shows your seriousness, and there is no way we will reject it.

“The festival will promote the unity in our diversity and also help the local economy through the various commercial activities, from patronage of hotels, food, transportation and other things involved.

“We will set up a small committee to work with you to deliver the event. We look forward to welcoming the Niger Delta, and together, we will have a good time.”

On the availability of required sports facilities, the governor expressed pleasure that successive administrations in the state have contributed to the stock.

“These facilities have come through the combination of works done by each administration. The Godswill Akpabio Stadium done by our present Senate President has stood the test of time, and it also takes great efforts to maintain and sustain it.”

L-R: MD of NDDC, Dr Sam Ogbuku; Akwa Ibom State Governor, His Excellency, Pastor Umoh Eno; NDDC Executive Director of Projects, Sir Victor Antai; and Exective Director, Corporate Services, Hon Ifedayo Abegunde

 

Earlier in his address, the NDDC Managing Director said the key objectives of the initiative is to foster regional integration, project the identity of the region as a leader in Nigerian sports, and support the partner the states in the discovery and harnessing of talents for the attainment of gainful sporting careers and national excellence in international competitions.

“The Niger Delta is a leading sports hub in Nigeria. The region has produced great sports legends, but when we do not do something to sustain that, there will be a decline.

“We have done very well in our interventions on roads, bridges, education, health, the provision of infrastructure in various other sectors, and as we mark the 25th anniversary of the NDDC, we are starting with intervention in sports.

“We have had a meeting with the commissioners for sports of the nine states, and they are excited and confirmed their participation in the festival.”

“We chose Akwa Ibom after having confirmed that the state has the facilities for competition in the featured sports and we would only need to do a few touches on some of them, with the Godswill as the main venue.”

Rhe NDDC entourage included Sir Victor Antai, Executive Director, Projects; Hon Ifedayo Abegunde, Executive Director, Corporate Services; Apostle Edikan Nkono, Akwa Ibom representative on the board of the NDDC; Directors of various operational departments; Sir Itiako Ikpokpo, Chairman of Dunamis Icon Limited, and other officers of the company.

The Niger Delta Sports Festival is scheduled for April 1 to 8, 2025, with Uyo as the host city.

The activities would start with state trials and selection process, which the organisers say would begin from the local government areas and across the 85 federal constituencies in the region.

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Marketing & Sponsorship

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

Seven years ago, a new chapter in Nigeria’s gaming industry began with the launch of BetKing. Built on a foundation of innovation and excellence, it has since risen to the top, transforming sports, virtual and casino gaming, creating opportunities for countless winners across the country.

As BetKing approaches its 7th anniversary on February 22, 2025, the journey has been nothing short of remarkable. What started as an ambition to provide a premium betting experience has evolved into a brand that champions empowerment, community development, and business growth. To mark the occasion, BetKing is giving back to the players who have been part of this incredible journey, offering exciting rewards worth over 50 million naira, including cash prizes, free bets, iPhones, PS5 consoles, and more throughout February 2025.

Nengi Akinola, Head of Marketing, BetKing, shares the excitement surrounding the anniversary celebrations: “BetKing is all about giving back to our customers, and our 7th anniversary is the perfect time to do just that. We are rolling out an exciting reward campaign, where players will have the opportunity to win fantastic prizes simply by engaging with our platform. From free bets to the latest smartphones and gaming consoles, we’re making it more rewarding than ever to bet with the best betting site in Nigeria.”

“Over the past seven years, BetKing has not only redefined sports betting in Nigeria but has also built a legacy of impact, innovation, and empowerment. Our journey has been fueled by the unwavering support of our customers, agents, and business partners. She added.

This anniversary reflects past successes and an opportunity to reward players who have made BetKing the best betting site in Nigeria. The brand’s commitment to its customers is evident in the scale of its reward campaign.

As one of the best betting apps in the market, BetKing continues to set the pace for a user-friendly, secure, and rewarding gaming experience. As the company looks ahead, the commitment to excellence, innovation, and customer satisfaction remains stronger than ever.

The anniversary rewards campaign runs from February 1st to 28th, 2025, and players can participate by placing bets via the BetKing website or mobile app for a chance to win.

For more details on how to join the celebration, visit www.betking.com. Here’s to seven years of winning, and many more to come.

 

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Marketing & Sponsorship

Bayern Munich And Rwanda: Why Is Sponsorship Controversial?

Bayern Munich And Rwanda: Why Is Sponsorship Controversial?

Though a unilateral ceasefire was announced on Tuesday, a deadly conflict in the Democratic Republic of Congo (DRC) has seen the Rwanda-backed rebel group M23 recently capture the border city of Goma and exacerbated a humanitarian crisis in the region.

Rwanda denies backing M23, and says any actions it takes are in self-defense, but the United Nations has repeatedly called for the country to withdraw forces from DRC and bring an end to support for the group.

Bayern Munich signed a deal with Rwanda in 2023, following in the footsteps of English club Arsenal and French outfit Paris Saint-Germain. The five-year partnership, described by Bayern as “platinum” and thought to be worth in excess of €5 million a year ($5.15million) a year stipulates that Bayern promote the African country’s tourism brand “Visit Rwanda.”

“Countless lives have been lost; rape, murder and theft prevail. Your sponsor is directly responsible for this misery. If not for your own consciences, then the clubs should do it (end their sponsorship agreement) for the victims of Rwandan aggression,” she wrote.

What has Bayern’s reaction been?
The Bundesliga leaders have not yet responded to a query from DW nor spoken publicly on the matter. However, shortly after it was signed in 2023, Jan-Christian Dreesen, Bayern’s CEO, defended the deal.

“Yes, we take money from Rwanda, but we also do something for it; by being open about it, by sending coaches there, by building a youth academy together, and so on,” he told DW. “We want to be part of the development of Rwanda and also champion Africa as a continent of opportunity.”

Is this the first time something like this has happened with Bayern?
No, in fact the Rwanda deal was signed less than two months after the end of a similar deal with Qatar which also proved highly controversial, and caused a significant rift between the club and its fans. Qatar’s position on dissent and other human rights issues came under the spotlight during the 2022 World Cup. Bayern’s active fanbase felt the country’s politics did not match the club’s stated values and a 2021 annual general meeting descended into anarchy in scenes that made global headlines.

What do Bayern and Rwanda gain from such deals?
In the case of the club, the answer initially appears to be money, though it is increasingly unclear whether the damage to its reputation caused by issues such as this is worth an amount that would only pay the wages of star striker Harry Kane for a couple of months. Bayern are also seeking to improve their profile in the region.

“Africa is a continent of opportunities. For FC Bayern, this is the next important step in internationalization,” said Dreesen when the deal was signed. Ultimately, again, this would be a way to grow commercial income.

For Rwanda, the stated aim is “to support the development of youth football for boys and girls in Rwanda” through the Bayern Munich academy set up in the country, according to then-minister for sport Aurore Mimosa Munyangaju.

“The potential is there for Rwandans to excel in football and this partnership provides a great platform for Rwanda to strive for excellence in sports,.” she said.

But many international observers see it differently, with Rwanda, and its leader Paul Kagame, increasingly being accused of sportswashing – using sports in order to present a positive public image that does not reflect reality.

“These sponsorships…have acted to sanitize Rwanda in the eyes of the world. Rwanda, which is a very poor country, has decided to spend its money supporting these clubs. It has signed deals with the cycling world championships, it’s hoping to get Formula 1 to be held in Rwanda and it creates this image of a modern, progressive, clean, safe African country,” author and journalist Michela Wrong told DW News.

“But at the same time, it’s intervening very strongly in neighboring (DR) Congo and creating chaos in that country, and is responsible for thousands of deaths.”

What could happen next?
The situation in DR Congo is fast-moving and it is unclear how secure the ceasfire is. France has called for Rwanda to “immediately” exit the country, the UK’s foreign minister, David Lammy, has said M23 “could not have taken Goma without material support from Rwandan defense forces” and Germany is among the major powers considering whether to continue sending aid to Rwanda.

From Bayern’s perspective, things are unclear. Given how politically engaged fans are in Germany, Bayern are likely to come under much more internal pressure than PSG or Arsenal and, as with Qatar, they must now decide whether the PR damage is worth the revenue.

“These are rich, popular, very high-profile clubs – I don’t think they need to take money from Rwanda, they can find other sponsors,” Wrong said. “I would encourage them to do so.”

Bayern host Werder Bremen in the Bundesliga on Friday night, which may mean matchgoing fans will make their voices heard through a banner or some other form of collective action.

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