Saudi Arabia, the world’s second-largest oil producer, has embarked on a bold journey to establish itself as a global player in international sports. This endeavor represents a substantial investment aimed at reducing the nation’s dependence on oil, but it also raises questions about the kingdom’s human rights record and motives.
Traditionally recognized for its oil wealth and its role as the guardian of Islam’s two holiest sites in Makkah and Medina, Saudi Arabia has faced criticism for propagating Wahhabism, which some believe has contributed to the global spread of Islamic fundamentalism. The country’s dubious track record on human rights and women’s rights has drawn condemnation from international rights groups. However, Saudi Arabia is now striving to rebrand itself as a moderate Islamic power and a hub for global sports.
In recent months, Saudi Arabia has made a series of high-profile acquisitions in the sports world. To revitalize domestic football, the kingdom has enticed some of the biggest names in world football, including Neymar, Cristiano Ronaldo, Karim Benzema, N’Golo Kanté, and Sadio Mané, to join its local clubs with lucrative contracts and luxurious accommodations.
This ambitious sports transformation is the brainchild of Saudi Crown Prince Mohammed bin Salman, often referred to as MBS, who is widely seen as the de facto ruler of the country. MBS outlined his vision for Saudi Arabia in the 2030 Vision document, aiming to modernize the nation’s economy, enhance its regional influence, and attract tourists, thus creating jobs and investments. He believes that investing in sports will not only diversify the economy but also promote a healthier lifestyle among the country’s youth.
Saudi Arabia’s neighbors in the Gulf region, including Qatar and the United Arab Emirates, have also displayed a keen interest in sports, particularly after Qatar’s successful hosting of the 2022 FIFA World Cup. These nations have invested significantly in football and acquired stakes in prominent English and European clubs. MBS’s goal is to bring the world’s top football talents to play in front of a domestic audience.
Saudi Arabia’s sports investments have extended beyond football. Since 2018, the kingdom has hosted a range of international sporting events, from World Wrestling Entertainment (WWE) events to boxing, tennis, horse racing, and Formula 1 races. Notably, Saudi Arabia even purchased the English football club Newcastle United F.C. in 2021.
Most of these investments have been made through Saudi Arabia’s formidable $776 billion Public Investment Fund, one of the world’s largest sovereign wealth funds. However, the kingdom’s acquisition of LIV Golf, a competitor to the US-based PGA Tour, drew scrutiny and investigations in the United States, with concerns about a “repressive regime” attempting to influence American institutions.
The term “sportswashing” has been increasingly associated with countries like Saudi Arabia, China, Russia, and Qatar. These nations have faced allegations of using sports to divert attention from controversial actions and improve their international image. In Saudi Arabia’s case, MBS’s efforts to portray the kingdom as a sports and entertainment hub are part of a larger strategy to reshape its image and build bridges with other nations.
While Saudi Arabia aims to attract foreigners and reshape its global perception, it also recognizes the importance of appealing to its young population. Over 63% of Saudis are below the age of 30, with 50% below 25. MBS’s support base primarily consists of the youth, and his sports initiatives align with his broader social reforms, including granting women the right to drive and encouraging greater gender integration in society.
However, challenges persist, especially in diversifying Saudi Arabia’s economy. While the nation experienced significant economic growth in 2022, partly due to oil production, MBS has embarked on ambitious projects like the Neom Sez, Qiddiya entertainment city, and the Red Sea tourism project to create smart, green cities. Success in this endeavor depends on the private sector’s participation and government efficiency, which may pose a substantial challenge in a country where government funding has traditionally sustained its citizens.
In conclusion, Saudi Arabia’s push to become a global sports hub represents a multifaceted strategy to diversify its economy, project a new image, and engage its young population. Whether this ambitious transformation will lead to lasting success remains to be seen, but it undoubtedly signifies a significant shift in the nation’s priorities.