Upaya Arab Saudi Dalam Mewujudkan Saudi Vision 2030 Melalui Sepak Bola

This article aims to analyze Saudi Arabia's efforts to realize the Saudi Vision through Football. In answering the problem formulation, this article applies qualitative descriptive methods. The data sources used by the author to study this article come from secondary and primary data sources, where the author got secondary data from previous research while the primary data source came from documents and state reports. Literary sources in the form of researchers' scientific works are obtained through the Harzing Publish or Perish application and other data sources come from Google. In analyzing the results of the discussion, the author uses National Branding theory according to Keith Dinnie. This research is interesting to study because Saudi Arabia is starting to emerge from its dependence on oil production by making a big boost to the football industry. The results of this research are the efforts made by Saudi Arabia to achieve Saudi Vision 2030 in the form of investment, acquiring well-known football clubs, recruiting international football players, providing coaching and training for young football players, building stadiums and infrastructure, hosting international competitions. , promote football and tourism, and collaborate with international entities. These efforts have produced results in the form of a strong positive image of Arabia, an increase in the tourism sector, the emergence of economic opportunities from ticket sales, broadcasting rights, sponsorships, merchandise sales, and the creation of superior players who can compete.