December 5 – Saudi Arabia’s network and influence in global sports and football keeps growing. With the Arab kingdom’s coronation as host of the 2034 World Cup just days away, a new report details a web of Saudi sponsorship deals, but cautions that good governance could suffer as a result.
The report by Play the Game, a sports ethics institute from Denmark, identified 910 Saudi Arabian sponsorship deals in numerous sports. The report argues that “backed by billions of dollars and a rapidly expanding network of sponsorships, partnerships, and strategic investments, the Kingdom has reshaped the sports world.
“This expansion, however, is not merely about elevating Saudi Arabia’s presence in sport – it is part of a meticulously crafted strategy to transform the Kingdom’s global image and wield sport as a powerful instrument of geopolitical influence.”
State-controlled companies from Saudi Arabia are particularly active in martial arts, motorsports, golf, e-sports – and football. The Public Investment Fund (PIF) and Aramco drive the majority of the sponsorship deals.
In total, 194 deals in football were identified as well as 48 memoranda of understanding with national football associations. Those MoUs focused on the development of the game around the world, but served as strategic tools and granted Saudi officials access to FAs.
In April, FIFA signed a deal with Aramco as a major worldwide partner, reportedly worth $100 million each year until 2027. The deal covers both the 2026 World Cup and the 2027 Women’s World Cup. In an open letter, more than 100 women’s players denounced the sponsorship, calling it “a big middle finger” to the women’s game.
Unsurprisingly, the report identifies Yasir Al- Rumayyan as a major power player. He is the governor of the PIF and the chairman of Aramco. Al- Rumayyan is also the chairman of LIV Golf, Riyadh Air and English Premier League club Newcastle.
Next week, FIFA will award the 2034 World Cup to Saudi Arabia, the culmination – for now – of the country’s heavy investment in sports. The world federation will ask its membership to do so by acclamation. FIFA fast-tracked the bid by Saudi Arabia so that no other contenders had a realistic chance of entering the race for the 2034 finals. FIFA has however always maintained that everything has been done by the book.
Last week, FIFA released the bid evaluation and with a score of 4.2 the Saudi bid received the highest score ever in bidding history. However, the bid glossed over human rights and environmental concerns. Saudi Arabia’s desert climate means that, following in the footsteps of the 2022 Qatar World Cup, the tournament will have to be shifted to winter.
“Saudi Arabia’s sports strategy seeks to divert attention from these realities, revealing the tension between the ideals of sport and the realities of power, money, and politics,” said Stanis Elsborg of Play the Game in the report.
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