Ahead of the inaugural Club World Cup match, Pete Oliver, CEO of Growth Markets at DAZN, defended the platformâs investment in what he described as a "spectacular event" during a BBC Sports interview in Miami. He insisted it makes strong commercial sense.
âWeâve been looking for a major platform to elevate DAZN,â he explained. âThis is our opportunity to become the global football platform.â
Oliver called the deal "very logical" and expressed confidence that the tournament would "take off," attracting huge interest in regions like South America.
âWe believe this will be the mostâstreamed sporting event ever. It will help us build a massive customer base.â He added that DAZN has already recouped some expenses via regional broadcast rights.
Addressing speculation about PIFâs investment, Oliver said: âPeople always make guesses, but I can tell you weâve not been used as pawns or anything like that⌠These things arenât necessarily linked. Our funding from PIF is general, aimed at partnerships in MENA.â
âWe are independent⌠we make our own decisions.â
Though PIF declined to comment, sports business expert Callum McCarthy noted the move is expected to spawn a Saudi-headquartered sports broadcaster to compete with Qatarâs beIN Sports. Saudi Arabia has long aspired to own a sports network but lacked the meansânow DAZN has built a direct FIFA partnership, satisfying all parties.
âA marriage of convenienceâ
An FA insider said Saudi support for the Club World Cup is a âmarriage of convenience.â Though supporting the tournament, the country remains a strong candidate for hosting the 2034 World Cupâthanks to massive investment in sport and FIFAâs desire for a postâQatar Middle Eastern return. Saudi funding, the source suggests, should be seen as an IF emergency bailout, not a predetermined plan. Initially, FIFA sought more broadcasters and sponsors but ultimately turned to Saudi help.
The insider noted Saudi sport is still known for boxing and horse racing.
Including Al Hilal in the Club World Cup helps Saudi football gain credibility ahead of 2034; the country hopes tournament participation could draw players to its leagues, boost attendance, and broaden domestic football appeal.
Saudi club Al Ahli has already secured a spot in the 2029 Club World Cup.
A UAEâbased source close to the Saudi government describes the investment as purely opportunisticâSaudi Arabia sees a chance to boost its economy, tourism, and modernization via football, building on FIFA chief Infantinoâs suggestion that if the US and Saudi build their football sectors, annual football GDP could double, exceeding $500 billion.
FIFA is reportedly considering a 2029 Club World Cup featuring 48 teamsâmatching planned expansions for the menâs and womenâs World Cups.
Oliver commented: âIf the quality of the teams is high, the concept works. It could be hugely exciting.â
But playersâ unions fear the packed schedule is pushing their members âto the brink,â and environmentalists oppose expanding from seven matches in one city to 63 matches across 11 cities.
Ultimately, this Club World Cup will test the limits of footballâs appetite for expansionâand what itâs willing to accept.