SAUDI ARABIA'S recent expansion into the sports industry has emerged as a heated subject of discourse in the global sports arena. This is particularly owed to the announcement of the breakaway golf tournament LIV Golf Invitational Series and Saudi Arabia’s takeover of Newcastle United Football Club (F.C.). This soft policy is part of Saudi Arabia’s long-term strategic plan, “Vision 2030,” which has been denounced for its alleged attempt to distract the world from the country’s alleged human rights violations. 

The government’s commitment to sports

   Saudi Arabia’s Crown Prince, Mohammed bin Salman Al Saud, has made his ambitions to become a prominent figure in the global sports industry clear, with at least $6.3 billion invested in various sports since 2021[1]. The PGA Tour, a golf organization based in the United States, made a surprising announcement in June, revealing plans to merge with LIV Golf, which is supported by Saudi Arabia, and the DP World Tour, which is sponsored by the city of Dubai. This proposed merger could bring an end to the rivalry that has brought tension to the men’s professional golf industry over the past year. This large-scale merger is part of the substantial financial investment Saudi Arabia is currently making in the sports industry, illustrating the magnitude of the country’s investment in the sports arena.

   However, this is not the first time that Saudi Arabia has made efforts to expand its financial hold within the sports industry. Saudi Arabia has long made efforts to engage in European sports, most visibly with soccer. Its efforts finally came to fruition with the acquisition of Newcastle United F.C. by the Public Investment Fund–Saudi Arabia’s sovereign wealth fund. By acquiring such a prominent soccer club with a rich history and a large fan base, both within the United Kingdom and internationally, Saudi Arabia showcases its presence and influence in the global sports industry.

   The commitment to sports investments, as with their recent interest in golf, illustrates the Saudi Arabian regime’s intention to use sports in its economic and political projects. Progressive moves, such as the proposed LIV Golf-PGA Tour merger, offer platforms for Saudi Arabia to gain visibility and economic power in order for the country to diversify its economy beyond oil. The involvement in the sports sector, engagement with fans, and generation of positive publicity will also be integral in shaping the public opinion of Saudi Arabia[1]. 

A new powerhouse in the world of sports

   These initiatives form a critical part of Saudi Arabia’s “Vision 2030,” a long-term strategic plan introduced by the Saudi Arabian government in 2016. “Vision 2030” outlines the country’s vision for its future development and aims to transform the Saudi economy and society across various sectors. The plan promises to do so through a determined overhaul of the country’s civil society and privatization of key sectors such as healthcare, tourism, education, and infrastructure[2]. The country hopes that its endeavor in privatization will support the country in diversifying the economy while attracting foreign investments. As such, Al Saud’s main motivation behind “Vision 2030” at large is to reduce its dependence on oil revenue and fortify a diversified and sustainable economy. This move may be Saudi Arabia’s golden opportunity in international relations to gain political goodwill, create diplomatic relations, and secure investments—especially through investing in sports industries like golf. All this has been made possible by the Al Saud royal family and the regime’s fortunes, wealth fund, and state-owned companies, illustrating how Saudi Arabia possesses tremendous wealth that can potentially be used to further augment its expansion into the global sports field[3]. 

Saudi Arabia’s alleged sports-washing

   This strategic movement, however, is simultaneously evoking concerns amongst the public. Saudi Arabia is being accused of using sports to avert global attention from its abysmal human rights record—such as its war crimes in Yemen and the wage discrimination and domestic violence against women. Critics also refer to this phenomenon as “sportswashing,” a move using the positive image and global popularity of sports to enhance reputations for political, commercial, or public relations purposes[4]. Amnesty International especially has questioned the possibility of the 2030 World Cup being held in Saudi Arabia, suggesting it would go against the Fédération Internationale de Football Association’s (FIFA) human rights principles. Representatives from Amnesty International have commented on the matter that “under Mohammed bin Salman, Saudi sports washing has gone into overdrive at the very time that human rights have deteriorated alarmingly–with Jamal Khashoggi’s murder, the jailing of women’s right activists, and a succession of indiscriminate Saudi missile attacks in Yemen.” As such, Saudi Arabia is often alleged to have a notorious record of human rights abuses—most prominently but not limited to women’s rights alongside the country’s various war crimes. Thus, many human rights activists and civil societies are questioning whether the scale and timing of Saudi Arabia’s sports investment are appropriate, considering their history of human rights abuse[4]. 

   Yet, despite these controversies, Saudi Arabia’s expanding interest in the sports industry still appears to be successful. In August of 2022, FIFA President Gianni Infantino sat next to Crown Prince Mohammad bin Salman when he attended the heavyweight boxing title fight at the King Abdullah Sports City stadium in Jeddah, Saudi Arabia. This illustrates the close ties between the head of Saudi Arabia and the head of the world’s most prestigious sports tournament, FIFA. This bond is further fortified by how Saudi Arabia is planning to submit a tripartite bid together with Egypt and Greece to host the 2030 FIFA World Cup[5]. 

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   Saudi Arabia continues to make diverse and ambitious moves within the realm of sports. Currently, the country is actively promoting their initiative to host a women’s golf tournament while investing in electronic sports[6] as well. Howev-er, despite their investment into the sports industry, their soft power motives remain questionable: aside from promoting sports tourism, the country is accused of utilizing sports to stay out of the previous political spotlight on human rights while creating strategic diplomatic relations. 

[1] The Guardian

[2] Inkstickmedia

[3] Financial Times

[4] The Atlantic

[5] Daily Mail

[6] Electronic sports: E-sports, or electronic sports, refers to competitive video gaming where professional players and teams compete in organized tournaments, often with substantial prize pools.