Saudi Arabia’s ‘Sportswashing’ Strategy: A Closer Look at the Gulf Kingdom’s Sports Investments and International Reputation

Saudi Arabia’s ambitious push into the world of sports has been met with both excitement and criticism. The Gulf Kingdom’s latest move involves a significant partnership between Aramco, the state-owned oil company, and FIFA, the international football governing body. The three-year agreement, set to run until 2027, grants Aramco sponsorship rights for the upcoming men’s World Cup in 2026 and the subsequent Women’s World Cup in 2027.

This deal is just one of many that Saudi Arabia has secured in the realm of sports. The country already has sponsorship agreements with Formula 1 and the International Cricket Council (ICC). Additionally, Saudi Arabia recently announced that the Women’s Tennis Association (WTA) Finals will be held in Riyadh from 2024 to 2026.

However, Saudi Arabia’s growing influence in the sports world has not come without its fair share of criticism. Human rights organizations have raised concerns about the Kingdom’s track record on issues such as women’s rights, LGBTQ rights, and freedom of speech. The term ‘Sportswashing’ has been used to describe Saudi Arabia’s strategy of using sports investments and high-profile events to improve its international reputation.

Despite the backlash, Saudi Arabia shows no signs of slowing down its sports ambitions. The country is currently the sole bidder for the 2034 World Cup and is expected to be named as the host later this year. Amnesty International has called on FIFA to ensure that any agreements with Saudi Arabia include protections against exploitation and discrimination.

Critics have also pointed out the environmental impact of Saudi Arabia’s partnership with Aramco, the world’s largest corporate greenhouse gas emitter. Greenpeace has criticized FIFA for aligning with Aramco, calling the deal an ‘own goal’ in terms of environmental responsibility.

As Saudi Arabia continues to make waves in the sports world, the debate over the ethics and implications of its sports investments is likely to intensify.