Shortly before the 2034 World Cup was awarded to Saudi Arabia, the Danish initiative “Play the Game” analyzed the country’s sports policy network – the extent of influence is growing.
Saudi Arabia has recently invested a lot of money in sport. The network includes classic sponsorship, but also strategic investments such as golf in the USA or the takeover of the English football club Newcastle United in the Premier League.
“Saudi Arabia has reshaped the world of sports,” says Stanis Elsborg from the Danish initiative “Play the Game” in conversation with the WDR magazine Sport inside, which, along with seven other international media, exclusively covers the Results of the research reported. “Saudi Arabia’s sporting ambitions go far beyond winning games or hosting tournaments such as the 2034 World Cup”says Elsborg. Saudi Arabia is pursuing the strategy of using sport to improve its image and at the same time gain geopolitical influence. “Play the game” is financed by the Danish State Institute for Sports Studies.
Stanis Elsborg from “Play the game”
An example: The Saudi Arabian official Yasir Al-Rumayyan is considered a key figure in Saudi Arabia’s sports network. He holds a senior position at the country’s sovereign wealth fund and is chairman of the board of directors at Aramco, one of the world’s largest energy companies. He is also chairman of Newcastle Unitedwas a driving force in establishing the “LIV” golf tour in the USA. In mid-November, shortly after the presidential election in the USA, he sat in the front row next to US President-elect Donald Trump and billionaire Elon Musk at a martial arts event in New York.
Sponsorship – “Play the Game” represents 910 Partnerships in sports
Play the Game’s research found 910 Saudi Arabian sponsorship deals across numerous sports. State-run companies from Saudi Arabia are particularly active in martial arts, motorsports, golf, e-sports – and football. The two largest donors are the sovereign wealth fund PIF and Aramco.
FIFA President Gianni Infantino speaks with Crown Prince Mohammed Bin Salman of Saudi Arabia
In recent years, a lot of money has flowed from Saudi Arabia into football through sponsorship deals and thus also sports political influence. “Play the Game” counts 194 soccer-related partnerships. These include numerous competitions by continental associations comparable to UEFA in North America, Asia and Africa, which are financially supported by Saudi Arabian state-owned companies. As of this year, FIFA itself also has Aramco as its main sponsor and receives money directly from Saudi Arabia.
The logo of the Saudi Arabian oil production company Aramco
A lot of Saudi Arabian money in European football too
The money also arrives in Europe. Spain’s and Italy’s leagues hold their Super Cups in Saudi Arabia and are also financed from Saudi Arabia. Clubs like AS Roma, Atletico Madrid and Manchester City have sponsorship deals with Saudi Arabian companies. Newcastle United is majority owned by the Saudi Arabian sovereign wealth fund and could soon play the strategic role that Paris Saint Germain for Qatar.
The company “Riyadh Season” sponsors AS Roma, Mats Hummels’ team.
“The sponsorships are part of a strategy to improve the Kingdom’s global image while using sport as a tool of geopolitical influence. Saudi Arabia is not only gaining visibility, but is positioning itself as an important financial partner in the world of sport. At the same time thus diverting attention from issues such as human rights violations.”
“Agreements in principle” with associations – a key to the World Cup
According to Play the Game, the Saudi Arabian football association SAFF signed almost 50 so-called agreements in principle with other football associations around the world. Around a quarter of FIFA member associations have reached such agreements with Saudi Arabia’s association. For example, this is primarily about improving referee training or promoting women’s football.
But there is more to it, says Elsborg. The partnerships showcased the Kingdom’s growing network of diplomatic relations. “These agreements may seem symbolic at first glance, but they can be powerful strategic tools. They can give Saudi Arabia access to key decision-makers in the associations. Ultimately, these are the people who vote on important issues at FIFA.” Qatar also concluded similar agreements with football associations in the run-up to the 2022 World Cup.
There are no doubts about awarding the 2034 World Cup to Saudi Arabia
On December 11th, the FIFA Congress will vote on whether the 2034 World Cup should take place in Saudi Arabia – there is no doubt about the success of the bid. The FIFA Council, of which DFB President Bernd Neuendorf is also a member, paved the way with several measures. The vote should be by acclamation, i.e. approving applause. There is no contradiction from football. Respect for human rights is officially part of FIFA’s regulations when organizing the World Cup, but this only applies to events directly related to the tournament.
Human rights organizations have repeatedly drawn attention to human rights violations in Saudi Arabia and called for a stop to the awarding of the tournament to Saudi Arabia. In October, seven organizations criticized an “escalation in the use of the death penalty” in Saudi Arabia. More than 200 people have been executed so far in 2024, which is the highest number since 1990. According to Amnesty International, Saudi Arabia executed the third most people last year, behind China and Iran. In contrast, ruler Crown Prince Mohammed bin Salman has repeatedly promised a more restrained application of the death penalty.
In Reporters Without Borders’ press freedom ranking, Saudi Arabia ranks 166th out of 180, behind Somalia, Azerbaijan and Russia and very far behind Qatar. There is no freedom of expression or assembly. Women have severely limited rights and homosexual acts are punishable. Opponents of the authoritarian regime are either killed or end up in prison.