Saudi sports march geared towards hosting the 2030 World Cup and Olympic Games

Saudi Arabia may have failed to lure Lionel Messi but Karim Benzema's welcome and the merger that stunned the golf world underline the extent of the oil-rich country's sporting ambitions.

A beaming Benzema was hailed by thousands of fans at his new club Al Ittihad late on Thursday, holding the Ballon d'Or aloft as fireworks, flame-throwers and a drone display lit up the night sky.

The French striker's gala welcome, a day after Messi chose Inter Miami over the desert kingdom, was straight from the template of Cristiano Ronaldo's unveiling at Al-Nassr in January, a moment that brought Saudi football to world attention.

Since then, the Public Investment Fund -- one of the world's richest sovereign wealth funds -- has been pursuing some of football's biggest stars, including the ultimately elusive Messi.

In football, the presumed goal is hosting the World Cup, which is intended to lift Saudi Arabia's profile and prestige as it tries to diversify its oil-reliant economy by attracting tourists and investors.

"Saudi Arabia has set its sights on hosting the 2030 World Cup," said Amir Abdelhalim, an Egyptian football analyst who is a regular on Saudi Arabia's SCC sports TV station.

"The presence of Ronaldo and other megastars secure constant publicity to Saudi Arabia's sports profile, and contribute to guaranteeing global attention to the Saudi World Cup bid when announced."

Last year, Sports Minister Prince Abdulaziz bin Turki Al-Faisal told AFP that hosting the Olympics is "an ultimate goal for us".

In the coming years, Saudi Arabia will organise the men's Asian Cup football, the Olympic-style Asian Games and even the Asian Winter Games in 2029.

After snapping up English club Newcastle United and hosting its first Formula One race in the final months of 2021, the developments have followed with dizzying speed.

LIV Golf, also formed in late 2021, tempted a list of top players with eye-watering offers, holding its first tournament the following June and triggering an angry response from the sport's established PGA Tour and DP World Tour.

On Tuesday, after two years of acrimony and legal challenges, the warring tours announced a new and unnamed "commercial entity to unify golf", with PIF governor Yasir Al-Rumayyan chairing the board of directors.

Under the "Vision 2030" development plan of Prince Mohammed bin Salman bin Abdulaziz, Crown Prince and Prime Minister of the Kingdom of Saudi Arabia, Saudi Arabia is undergoing widespread social and economic changes, building new tourist facilities and a futuristic, $500 billion new city.

But Ali Shihabi, a Saudi political commentator who is close to the government, said buying global stars for domestic football teams "has nothing to do with tourism".