Saudi Arabia 'Sports Washing' Criticism Report Released
910 Sports Sponsorship Contracts Over 2 Years
194 Focused on Football... Association MOU Agreements
"Strategic Investment Reshapes Sports Market"
'Saudi Arabia Dominating World Sports' is the title of a recent report published by Play the Game (PTG), a sports ethics research institute operated with public funds from Denmark.
PTG analyzed that Saudi Arabia has expanded its influence and effectively reshaped the industry by signing large-scale sponsorship deals in global sports such as football, golf, boxing, and tennis through its sovereign wealth fund (PIF) and state-owned oil company Aramco. Critics argue that Saudi Arabia's financial power is leading to a substantial shift in the sports landscape.
Model of Aramco Stadium to be built in Riyadh, the capital of Saudi Arabia, for the 2034 World Cup Photo by AFP Yonhap News
Saudi Arabia has faced criticism for so-called "sports washing," where a country with human rights and environmental issues diverts attention to sports. As part of the "Vision 2030" initiative led by Crown Prince Mohammed bin Salman, Saudi Arabia has been pouring massive funds into the global sports industry for several years.
PTG pointed to the 2034 World Cup bid as a representative example. FIFA plans to request over 200 member associations to select Saudi Arabia as the host for the 2034 World Cup without an official vote on the 11th. The 2034 World Cup bidding involved Saudi Arabia, Indonesia, and Australia, but Indonesia supported Saudi Arabia and Australia withdrew, leaving Saudi Arabia as the sole bidder. This moment reflects Crown Prince bin Salman's strong desire to host the World Cup.
According to the PTG report, Saudi institutions including the PIF signed 910 sports-related sponsorship contracts over about two years. Football-related sponsorships accounted for the largest share with 194 contracts (21.3%). In April, FIFA also entered into a partnership with Aramco through 2027. As a result, Aramco became the official sponsor of the 2026 Men's World Cup and the 2028 Women's World Cup, with FIFA reportedly receiving approximately $100 million (about 140 billion KRW) annually in sponsorship. Simultaneously, the Saudi Arabian Football Federation signed memorandums of understanding (MOUs) with football associations from 48 countries to secure networks and diplomatic alliances within the football community.
FIFA President Gianni Infantino has publicly shown a close relationship with Crown Prince bin Salman on multiple occasions. Last month, FIFA gave Saudi Arabia a higher score in its evaluation report for the hosting candidate despite most stadium constructions for the tournament not yet being completed, compared to the 2025 North and Central America World Cup bid. Although there were criticisms related to human rights, FIFA explained that "Saudi Arabia has promised to establish a strong worker welfare system."
Saudi Crown Prince Mohammed bin Salman (left in the photo) and FIFA President Gianni Infantino stand side by side ahead of the Russia vs. Saudi Arabia match held during the 2018 Russia World Cup. Photo by AP Yonhap News
Saudi Arabia's passion for football is not limited to the World Cup bid process. The country has worked to revitalize its domestic league by attracting global football stars such as Cristiano Ronaldo (Portugal) and Neymar (Brazil). In 2021, the PIF acquired Newcastle United from the English Premier League (EPL), with Yasir Al-Rumayyan, the PIF's chief executive, serving as the club chairman.
PTG's report also explained that Saudi Arabia has rapidly expanded its influence in other sports such as tennis and golf by leveraging its financial power. The PIF, the Saudi institution with the most sponsorship contracts, was involved directly or indirectly in 346 sponsorship agreements out of more than 900 Saudi sports sponsorships, including 49 direct sponsorships. The sports funded by the PIF include football, e-sports, tennis, golf, and others.
Stanis Elsborg, director of PTG and author of the report, said, "The rapid increase in strategic investments and partnerships reflects Saudi Arabia's ambitions and its expanding dominance in global sports," evaluating that Saudi Arabia's desire to engage in the sports market is reshaping the sports world. Dan Plumley, a sports finance expert and professor at Sheffield Hallam University, told the Associated Press, "Hoping for a complete separation of sports and politics in modern society is like wishing for a 'utopia' that does not exist in reality," adding that power, influence, and money inevitably intertwine and operate in complex ways.
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