"Kicking Up a Storm: Saudi Arabia's $6 Billion Game-Changer in Football, Rewriting the Playbook on 'Sportwashing' Since 2021, a strategic move to revamp reputation"
By: Nour Elshenawy
In the realm of international sports, Saudi Arabia has embarked on a monumental journey to revamp its image through a strategic investment of a staggering $6 billion into its football league in 2021. This ambitious move, often labeled as "sportwashing," seeks to cleanse the tarnished reputation of the kingdom on the global stage.
Image from: PoliticsToday
Saudi Arabia, a nation rich in history and culture, has, in recent years, faced intense scrutiny for its human rights record, particularly in the aftermath of the assassination of journalist Jamal Khashoggi in 2018. To counteract this negative perception and shift the global focus towards its sporting prowess, the kingdom has made football the centerpiece of its 'sportwashing' strategy.
The $6 billion investment has been a catalyst for a footballing revolution in Saudi Arabia. The funds have been allocated to enhance the quality of the domestic league, lure international talent, and develop world-class infrastructure. Clubs have been on a spending spree, signing top-tier players from Europe, South America, and Africa. This influx of talent has elevated the Saudi Professional League to a whole new level of competitiveness.
One of the most significant moves was the acquisition of top-flight European clubs by Saudi investors. The takeover of Newcastle United in the English Premier League garnered global attention and showcased Saudi Arabia's commitment to football. Beyond the pitch, the kingdom has hosted major football events, including the FIFA Arab Cup, which showcased its ability to organize and manage international tournaments.
While the financial investment in football is undeniable, Saudi Arabia's 'sportwashing' strategy goes beyond the beautiful game. It includes a comprehensive plan to promote women's sports, a historically contentious issue in the kingdom. The lifting of the ban on female attendance at football matches and the establishment of women's football leagues have been key milestones in the effort to project a more progressive image.
The 'sportwashing' campaign has not been without its critics. Human rights organizations have argued that the massive investment in football is merely a smokescreen to divert attention from ongoing human rights abuses. Critics also point out that while the kingdom has made strides in promoting women's sports, there is still a long way to go in achieving true gender equality.
Saudi Crown Prince Mohammed bin Salman has made it clear that he is indifferent to global perceptions of his country's substantial sports investments. His primary concern lies in the measurable boost these investments bring to the nation's Gross Domestic Product (GDP).
In a recent interview broadcast on Fox News, bin Salman asserted, "If sportswashing is going to increase my GDP by 1%, then we will continue doing sportswashing, regardless of its label. I don’t care. I have a 1% growth in GDP from sport, and I am aiming for another 1.5%. Call it whatever you want."
However, proponents of the strategy argue that engagement with the international sports community can foster positive change. The exposure to diverse cultures and values through sports can help bridge gaps and promote understanding on a global scale.
As Saudi Arabia continues to invest in football and other sports, the world watches with a mix of skepticism and hope. The $6 billion investment has undoubtedly transformed the kingdom's football landscape and elevated its status on the world stage. Still, it remains to be seen whether this ambitious 'sportwashing' strategy can truly reshape the nation's image and bring about positive change in other aspects of society.
In the ever-evolving world of international sports, Saudi Arabia's investment in football stands as a bold experiment that challenges conventional notions of 'sportwashing.' Whether it leads to a more positive perception of the kingdom or remains shrouded in controversy, one thing is certain: Saudi Arabia's $6 billion gamble on football is a game-changer that will be remembered for years to come.
