Saudi sports march not slowing, despite Messi miss

JEDDAH: Saudi Arabia may have failed to lure Lionel Messi but Karim Benzema's extravagant welcome and the merger that stunned golf underline the extent of the oil-rich country's sporting ambitions.

A beaming Benzema was hailed by thousands of fans at his new club Al Ittihad late on Thursday (Jun 8), holding the Ballon d'Or aloft as fireworks, flame-throwers and a drone display lit up the night sky.

The French striker's gala welcome, a day after Messi chose Inter Miami over the desert kingdom, was straight from the template of Cristiano Ronaldo's unveiling at Al-Nassr in January, a moment that brought Saudi football to world attention.

Since then, the Public Investment Fund -- one of the world's richest sovereign wealth funds - has been pursuing some of football's biggest stars, including the ultimately elusive Messi.

With its oil riches, Saudi Arabia, the conservative Gulf monarchy frequently targeted over its human rights record, has swiftly achieved a prominent role in world sports, dishing out billion of dollars in the process.

In football, the presumed goal is hosting the World Cup, which is intended to lift Saudi Arabia's profile and prestige as it tries to diversify its oil-reliant economy by attracting tourists and investors.

"Saudi Arabia has set its sights on hosting the 2030 World Cup," said Amir Abdelhalim, an Egyptian football analyst who is a regular on Saudi Arabia's SCC sports TV station.

"The presence of Ronaldo and other megastars secure constant publicity to Saudi Arabia's sports profile, and contribute to guaranteeing global attention to the Saudi World Cup bid when announced."

Last year, Sports Minister Prince Abdulaziz bin Turki Al-Faisal told AFP that hosting the Olympics is "an ultimate goal for us".

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