Football: Saudi Arabia's New Soft Power Tool

As Anthony Joshua revelled in Riyadh after retaining the world heavyweight title belts, the realisation of Mohammed bin Salman's (MBS) ambitions became increasingly apparent. MBS, the leader of a nation for so long associated with religious extremism, human rights violations, and allegations of state-sponsored terrorism, was demonstrating a new direction. This evolution encompassed various sports, including boxing, golf, and now football - the world's most-watched sport. MBS has initiated efforts to develop and augment the quality of the league by attracting internationally renowned stars such as Cristiano Ronaldo, Karim Benzema, and, most recently, Neymar. Football "is the cultural and economic form that most effectively crosses all political boundaries and galvanises disparate communities all over the world”, enhancing and entrenching Saudi Arabia's soft power. However, as Saudi Arabia's investment, headed up by the Saudi Public Investment Fund (PIF), furthers its investment in the sport, the Gulf Nation stands accused of continuing to violate human rights. 

The murder of Jamal Khashoggi in 2018 and the Yemen conflict, allegedly exacerbated by a Saudi-led bombing campaign, have challenged perceptions of Saudi Arabia's approach to dissent and regional stability. While Saudi Arabia's role in the Yemen conflict has led to substantial casualties, it has not experienced the same negative news coverage or sanctions as other Middle Eastern nations. Despite these allegations, the PIF expanded its influence in football, acquiring Newcastle United Football Club and elevating it to the Champions League within 18 months. The 2023 Women's World Cup sponsorship has further underscored Saudi Arabia's strategic sports involvement.

MBS's embrace of 'soft power' projection reflects an attempt to reshape international perceptions of Saudi Arabia. This endeavour aligns with the growing importance of nation branding for autocratic nations, aiming to attract investment and diversify economies. Saudi Arabia's recognition that its geopolitical leverage through petrodollars is finite drives its focus on legitimacy as part of MBS’s Vision 2030 initiative.

The concept of sportswashing becomes apparent through Saudi Arabia's consistent financial investments in football, allegedly employed to divert attention from misconduct allegations. The ethical implications of a nation leveraging the allure of football for self-interested gains is a matter of debate. The Football Association (FA), the British Government, and Western corporations face a crucial juncture, requiring introspection into their alignment with these dynamics.

Given FIFA's history of improprieties, advocates of domestic football bear the responsibility to take a principled stance. The FA's role extends to reevaluating its 'fit and proper persons' ownership assessment and collaborating more intently with ongoing investigations, exemplified by the Tracy Crouch inquiry.

Furthermore, sponsors play a pivotal role in organising sporting events and takeovers. Coca-Cola, a longtime sponsor of the World Cup, was criticised by some for their support and branding around the World Cup in Qatar, a country facing similar allegations of human rights abuses, which raises questions about its alignment with Corporate Social Responsibility. Sponsors and critical stakeholders should increase their assessment of sports-related initiatives involving Saudi Arabia and other entities, with this approach contributing to a more comprehensive evaluation of morals and motivations.

The expulsion of Russian influence from football, prompted by their invasion of Ukraine, marks a significant instance of public resistance against sportswashing. Amid these developments, Roman Abramovich, previously linked to Russian President Vladimir Putin, was ousted from Chelsea after years of ownership. FIFA and UEFA also suspended Russian teams from competitions, underscoring the intersection between politics and sport. This shift highlights football's long-standing ethical dilemma, where funding from dubious sources taints the sport. However, lost revenue streams are being revived by encouraging investment from the Middle East. Despite criticism, the West maintains ties with Saudi Arabia and Qatar, reflecting a sustained attraction to Middle Eastern investment, following the void left by Russian investment.

The confluence of Saudi Arabia's strategic investments in global sports, particularly football, and allegations of human rights abuses raises significant ethical and geopolitical considerations. Mohammed bin Salman's pursuit of "soft power" through sportswashing underscores the nation's efforts to reshape its image on the global stage, leveraging the immense popularity of sports to divert attention from contentious issues. The acquisition of high-profile clubs, star players, and sponsorship deals has enabled Saudi Arabia to amplify its cultural capital and regional influence.

Image Credits: Marc Asmode — Edited by GorStra team