Why is Saudi Arabia at the Gold Cup? It’s the latest in the Kingdom’s soft power campaign | Karim Zidan

The 2025 Gold Cup is the premier biennial tournament for men’s football on the continent.

The US national team will face Haiti , Trinidad and Tobago and Saudi Arabia in Group D.

Concacaf announced Saudi Arabia as the guest participant just eight days after the Kingdom secured the 2034 World Cup in December 2024 .

Saudi Arabia's Public Investment Fund is the state-owned sovereign wealth fund chaired by Crown Prince Mohammed bin Salman .

Saudi Arabia's participation in the Gold Cup isn’t just about football, it’s a calculated strategy rooted in geopolitical maneuvering and influence management.

By weaponizing sports as part of its national strategy, the Kingdom is bolstering its global image ahead of the 2034 World Cup , and dismantling scrutiny over its human rights record.