“Pubillos” to Arabic: The 2034 World Cup facilities in Saudi Arabia focus on sustainable sports heritage

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The head of Populous's communications department for Europe, the Middle East, Africa and the world, Charlie Brooks, said that the company is working on a number of projects related to Saudi Arabia's hosting of the 2034 World Cup finals, stressing that these projects are not limited to serving the tournament only, but also aim to enhance sports participation and leave a sustainable legacy for Saudi society.

Brooks explained, in an interview with Al Arabiya Business on the sidelines of a dialogue session within the Leaders Week London 2026 activities, that the company enjoys a great privilege through its participation in a number of sports projects in the Kingdom.

He added that what Saudi Arabia seeks to achieve through Vision 2030 goes beyond establishing facilities to host the World Cup and the future of professional sports, to also include developing sports at the grassroots level and raising rates of community participation in sports activities.

This participation comes within the activities of Leaders Week London 2026, as an extension of the Saudi Public Investment Fund’s presence in the most prominent international sporting events.

Brooks stressed that the company views these projects from a broader perspective than simply building modern stadiums that attract international media attention.

He pointed out that the most important thing is what will happen after the end of the tournaments, through the establishment of sports facilities capable of attracting visitors and community interaction, whether on match days or outside them, as well as using them to increase sports participation in the long term.

He added that stadiums such as the “Aramco Stadium” scheduled to open soon, in addition to King Fahd Sports City, represent iconic projects that will stand out on the global scene by the year 2034, as well as during the next Asian Cup.

He explained that there are projects whose impact will extend for many years after the end of major tournaments, in a way that serves the Kingdom and its residents in the long term.

Brooks said that building an integrated sports system of this size does not only impact the sports aspect, but also extends to the economic and social aspects.

He explained that this system contributes to building a healthier and more active society, which is reflected in the society’s efficiency and ability to grow and develop.

He added that the new stadiums play multiple roles, as they host Saudi Professional League clubs, and also support sports activities and initiatives at the fan base level, in addition to training centers that represent an important part of the company’s business.

He stressed the importance of achieving a balance between the global presence of these projects and a sustainable legacy that serves future generations.

He pointed out that the company has an office in Riyadh and enjoys great excellence, stressing the efforts of parties such as the Saudi Ministry of Sports, which is working to develop an integrated vision for sports and society in parallel with the implementation of huge and complex sports facilities.

He added that the Ministry aims, through these projects, to increase sports participation rates and raise the rate of women’s participation in sports activities.