Saudi Arabia, notorious for its human rights violations and controversial political climate, has embarked on an ambitious sportswashing campaign to rehabilitate its tarnished image. The nation recently made headlines in the golf world by assuming control over a significant portion of the sport, a mere year after introducing a multi-billion-pound circuit to rival the prestigious PGA Tour. This move represents a significant escalation in the practice of sportswashing, where nations exploit the power of sports to whitewash their reputations.
Contents
Saudi Arabia’s Golf Takeover and the Birth of a New Empire
In a surprising development, the Professional Golfers’ Association (PGA) and the DP World Tour announced their merger with the Saudi-funded organization known as LIV. The new entity would be chaired by Yasir al-Rumayyan, the head of the Saudi Public Investment Fund (PIF). LIV, backed by a staggering £2 billion investment from the PIF, managed to attract top-tier players like Phil Mickelson, who defected to the organization for an astounding £200 million deal. This unexpected takeover signals a seismic shift in the golfing landscape.
While some players, including Tiger Woods and Rory McIlroy, declined lucrative offers from LIV, they will now be compelled to work with the organization essentially for free. This move effectively creates a divide among the world’s best golfers and underscores Saudi Arabia’s ambitious plans beyond golf.
Expanding Saudi Influence through Sporting Acquisitions
Saudi Arabia’s sportswashing efforts extend beyond golf. The same day as the golf merger, the Saudi club Al-Ittihad unveiled Real Madrid’s Karim Benzema as their latest star signing, in a deal valued at £86 million per year. Furthermore, following Cristiano Ronaldo’s £175 million move to Al Nassr in January, Chelsea midfielder N’Golo Kante is on the verge of sealing an £86 million-per-year transfer to Al-Ittihad. Notably, all of these clubs, including Newcastle United, fall under the ownership of the PIF, a sovereign fund with an estimated £514 billion in assets.
The driving force behind these acquisitions is Crown Prince Mohammed bin Salman, who seeks to position Saudi Arabia as a dominant force in global sports. On the surface, his Vision 2030 strategy, unveiled in 2016, appears commendable, aiming to leverage the nation’s wealth to promote grassroots sports, support elite athletes, and host inspiring tournaments worldwide. However, critics argue that the prince is exploiting sports as a means to sanitize the country’s reputation, despite overseeing a rise in human rights abuses and being implicated in the assassination of journalist Jamal Khashoggi in 2018.
The Goal: Normalizing Saudi Arabia through Sport
According to Ben Freeman, a research fellow at the Quincy Institute for Responsible Statecraft, the Saudi golf takeover represents the most significant sportswashing victory achieved by an authoritarian regime. The objective is to normalize Saudi Arabia on the global stage, diverting attention from contentious issues such as the Khashoggi case. The murder of Khashoggi, a 59-year-old US-based critic of the Riyadh regime, inside the Saudi consulate in Istanbul serves as a haunting reminder of the regime’s alleged targeting of activists.
Saudi Sports Minister Prince Abdulaziz bin Turki Al-Faisal insists that the country is progressing toward a better society, quality of life, and future. However, Simon Chadwick, a professor of sport and geopolitical economy at the Skema Business School, emphasizes that aside from deflecting human rights criticism, the regime aims to mitigate political unrest and reduce its dependence on oil.
As the global community increasingly moves away from carbon fuels, Saudi Arabia faces economic vulnerability due to its heavy reliance on oil. Investing in sports abroad serves as a strategic move to address this risk. Additionally, with 70% of Saudi Arabia’s population under the age of 35, focusing on sports helps to cater to the demands of young consumers and prevent potential disaffection among them.
Sportswashing in Action: Sporting Events, Newcastle United, and the FIFA World Cup Bid
Saudi Arabia’s sportswashing endeavors are already yielding results, with the country garnering attention and excitement as a prominent player in the sporting arena. In 2021, the controversial £300 million takeover of Newcastle United drew significant criticism, but public opinion quickly shifted, especially after the club secured a spot in the prestigious Champions League this season. However, other football fans may not be as appreciative, given rumors that the Saudis are actively seeking to entice more Premier League stars with exorbitant wages.
A 2021 report revealed that Riyadh had spent a minimum of £1.2 billion on major sporting events, including chess, tennis, boxing, snooker, and Formula One races. Moreover, Saudi Arabia is reportedly collaborating with Greece and Egypt on a joint bid to host the 2030 FIFA World Cup, offering to construct new sports stadiums in these countries. Amnesty International has criticized this move as the pinnacle of sportswashing, while Minky Worden, director of Human Rights Watch, cautions against repeating the mistakes of awarding the 2022 World Cup to Qatar.
Ms. Worden argues that granting Saudi Arabia a co-hosting role would compromise FIFA’s human rights policies and reward the kingdom’s escalating repression. Such an outcome, she contends, deserves a red card.
In conclusion, Saudi Arabia’s sportswashing campaign, exemplified by its recent foray into golf and strategic acquisitions, aims to reshape its international image. While the regime’s aspirations to promote sports, improve the lives of athletes, and host inspiring tournaments may appear commendable, critics argue that these endeavors serve as a veneer to distract from human rights abuses and political controversies. As Saudi Arabia continues to assert its dominance in the sporting world, the global community must carefully evaluate the implications and ensure that human rights and ethical considerations remain at the forefront.