Saudi Arabia national brand strategy and efforts at economic diversification have had considerable effects, particularly on the national and global sports scene. Recently, these activities have focused on major changes in the world of golf and big moves in football. Saudi Arabia’s investment in golf, a sport little followed or practiced in the kingdom, has been the subject of careful scrutiny well before the surprising fusion of LIV Golf, supported by Saudi Arabia, with the PGA Tour and the DP World Tour. There was no shortage of media coverage and online takes, including on the usual topic of “sports washing.” The other major story linked to football, however, deserves a more nuanced examination to understand its multiple dimensions.
The popularity and prospects of football in the kingdom have contributed to a real state commitment, with Saudi leaders aiming to transform the Saudi Pro League into a lucrative and competitive league – the world top 10 is the official goal. To achieve this objective, Crown Prince Mohammed bin Salman announced on June 5 an initiative aimed at privatize local football clubs, until now under the control of the Ministry of Sports. The announcement also included the transfer of four clubs to the Public Investment Fund. Three of them (Al-Hilal, Al-Nassr and Al-Ittihad) finished top of the Saudi league last season, while the last (Al-Ahli) was recently promoted for the 2023-24 season. This privatization and investment initiative, along with the central role of the Public Investment Fund, reflects broader efforts underway in the kingdom to restructure the economy. Privatization is one of the fundamental objectives of Vision 2030 and has already included sectors such as education, healthcare and transport. While the Public Investment Fund is still government property, privatization projects aim to outsource the management of different sectors that previously depended on public funding in order to reduce dependence on oil. This move also aims to motivate and generate interest from national and international sponsors for investment in the sports scene.
Unlike smaller Gulf states, Saudi Arabia’s football aspirations are at an advantage due to the sport’s high popularity and large viewership among a relatively large and growing population of viewers. Thus, Saudi Arabia hopes that its investments in national football can become another source of non-oil revenue, attracting regional and global investments and creating jobs for the young population, although many jobs could be seasonal or temporary. At the same time, football can serve as a ground for social openness in the country. The boost for the Saudi league and its supporters began in late 2022 when Portuguese football star Cristiano Ronaldo signed a record contract with Riyadh’s Al-Nassr football club. In early June, Karim Benzema from Real Madrid joined Al-Ittihad in Jeddah, followed by N’Golo Kante from Chelsea. Result: the two largest markets in the kingdom now each have at least one superstar. More international players are expected to join them during this summer’s transfer window, despite the disappointment of missing out on Lionel Messi, who instead agreed a deal with Inter Miami in the United States.
The potential and resonance of football in Saudi Arabia and the wider region was highlighted during the 2022 World Cup in Qatar. During the tournament, one of the biggest upsets in history took place when the Saudi national team defeated heavy favorites – and future champions – Argentina in their opening match. The Saudi players, all of whom play in the Saudi national league, achieved a victory that was widely celebrated in the kingdom and the Arab world. The support Saudi Arabia received during the World Cup demonstrated the far-reaching influence of football, which has the power to strengthen national pride at home and increase soft power abroad. This effect was also demonstrated later in the tournament when football fans across the region supported Morocco on their way to a historic semi-final.
Saudi Arabia’s investments in sport, particularly in football clubs, contribute to the achievement of a key objective of Vision 2030: promote nationalism, which is increasing in the Gulf region. While the Gulf’s involvement in football is often reduced to allegations of sportswashing, this fails to recognize the sport’s ability to also advance governments’ national interests. Due to Saudi Arabia’s size and well-established national championship, it attempts to capitalize on big-name signings and use the sport to further its national economic and social goals. While the Public Investment Fund will need to invest large sums of money in these clubs to be able to afford to attract and retain these football superstars, Saudi leaders hope they will help increase local interest, regional and global to generate investment and sponsorship. transactions so that they can eventually see a return on their investments. Nonetheless, recent developments, including the Public Investment Fund’s investment in the league and local clubs, confirm Saudi Arabia’s growing interest in making sports the cornerstone of the kingdom’s transformation agenda.
Saudi Arabia’s interest in hosting major international football events is also helping to develop the sports infrastructure in the kingdom, while adding new milestones to the country’s sports portfolio. Saudi Arabia signed a deal in 2019 to host the Spanish Super Cup for three years, which was later extended until 2029. The Spanish league is widely followed in Saudi Arabia, and hosting this annual event can promote tourism – to and within the kingdom – in Saudi Arabia. in addition to providing entertainment options and generating income. Similarly, Saudi Arabia has applied to host the 2026 AFC Women’s Asian Cup and will host the 2027 AFC Asian Cup. In 2022, Saudi Arabia has submitted its bid alongside Egypt and Greece to host the World Cup in 2030. While hosting such events is a vital part of Saudi Arabia’s international soft power strategy, these events are also an important of the social policy and national politics of the kingdom. economic reform initiatives.
Seen from an outside perspective, international football has long played a central role in both national branding efforts and investment opportunities in the Gulf. Saudi Arabia, Qatar and the United Arab Emirates have followed a similar trajectory when it comes to acquiring football clubs and hosting sporting events. The UAE and Qatar started the ownership trend when Abu Dhabi bought Manchester City in 2008, and Doha acquired Paris Saint-Germain three years later. Saudi Arabia was a latecomer to the club when the Public Investment Fund bought Newcastle United in 2021. At the time, the club was bottom of the English Premier League, at risk of relegation. Newcastle have since progressed rapidly and finished fourth in the league in May, qualifying for the UEFA Champions League for the first time in 20 years.
Growing competition in the Gulf, notably between Saudi Arabia, the United Arab Emirates and Qatar, is neither new nor limited to sport. The three states are pursuing similar projects to become regional hubs for culture, tourism, transportation and business. However, football will likely play an even bigger role in the future. A possible Qatari acquisition of Manchester United would bring new dynamics to the Premier League. At the same time, teams supported by each of the three Gulf states will compete together for the first time in the Champions League. There is no doubt that Manchester City’s victory in the final on June 10 was not only celebrated in the UAE but was felt across the region.
For the large football fan base in Saudi Arabia, seeing Newcastle join the elite next season will be good news for many. Having a “Saudi” team in the Champions League will likely increase the popularity of an already widely watched competition, while helping to strengthen nationalist sentiment, in line with the kingdom’s transformation agenda. Add to this the recent developments in the domestic championship, Saudi football fans are expecting a busy season, both at home and abroad.
