Outward-facing legitimacy in Saudi English-language news: sport diplomacy and reputational scrutiny after the FIFA 2034 decision

Abstract Purpose This study examines how Saudi English-language news portrayed Saudi Arabia’s appointment to host the 2034 FIFA World Cup as outward-facing public sports diplomacy. It also explores how these news texts managed the sportswashing counter-claim during the immediate post-announcement period. Design/methodology/approach Using qualitative textual analysis and a census design, the study analyzes all eligible English-language news items published by five Saudi outlets during the first 14 days after FIFA’s official announcement, from December 11 to December 24, 2024. The analysis focuses on the narrative strategies through which hosting legitimacy was constructed and criticism was addressed. Findings The findings show that the coverage went beyond celebratory reporting and operated as outward-facing legitimacy work. Four recurring narrative patterns were identified: rooted capability, transnational sporting endorsement, socially diffused celebration, and cultural-historical anchoring. The study also finds that sportswashing critique was managed unevenly, mainly through selective acknowledgment, reframing, and the displacement of criticism through affirmative narratives of capability, development, and participation. Practical implications The findings offer useful insights for journalists, media practitioners, and public diplomacy professionals seeking to understand how news discourse contributes to international legitimacy-building and reputation management during major sporting events. Social implications The study shows how English-language news can shape international perceptions of emerging mega-event hosts and how media narratives help negotiate legitimacy during moments of heightened global attention. Originality/value This study contributes to scholarship on sport diplomacy, mega-event communication, and sportswashing by showing how post-announcement news discourse becomes a key arena in which hosting legitimacy is narratively constructed, defended, and made meaningful for international audiences.