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Why would FIFA want the Saudis to sponsor the Women’s World Cup?

The Kingdom is hardly a bastion of women’s rights

In July and August, Australia and New Zealand are hosts of the 2023 FIFA Women’s World Cup.

It could not be a better opportunity for the sport. Soccer in Australia at the professional level lags well behind Australian Rules Football and rugby league when it comes to profile and broadcast attention. And in New Zealand the round-ball game has a permanently uphill challenge to compete with the unofficial state religion, rugby. The tournament is therefore a huge deal for the two host associations — and the culmination of years of planning and hard work.

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