In June 2021, BCG got involved with Saudi Arabia for another project, where it was hired to examine the feasibility for the country to host the 2030 FIFA World Cup. The bid was assessed to be a great deal, as FIFA’s policy of continental rotation blocked all the Asian Football Confederation (AFC) nations from hosting the World Cup until 2034, after Qatar was set to become the first Middle Eastern nation to host the tournament in 2022. Saudi Arabia’s efforts to stage some most significant sporting events were criticized extensively by a number of human rights groups, citing the Kingdom's role in the deaths of thousands of civilians in the Yemen war and its involvement in Jamal Khashoggi's murder in 2018.