In its bid to establish itself as a leading destination for world-class entertainment and sport in the Gulf region, Saudi Arabia has entered a fierce competition with its neighbouring countries.

So, after Cristiano Ronaldo signed for Saudi Arabian club Al Nassr six months ago, the kingdom’s efforts to lure more world stars have now achieved another success with the move of Karim Benzema to Saudi Arabian champions Al-Ittihad.

According to Professor Simon Chadwick, a renowned expert on sports and geopolitical economics, this strategic move is aimed at diversifying Saudi Arabia’s sources of revenue. Moreover, Chadwick emphasises the political and socio-cultural motives:

“They want to demonstrate soft power. They want to use football as a means of diplomacy with countries around the world. But I also think there is a socio-cultural background to it. 70 per cent of the Saudi Arabian population is under 35, and like most under-35s, they want to spend their time doing interesting, exciting things. So the Saudi Arabian government is trying to meet the needs of Millennials and Generation Z.”

This venture is just one in a series of high-profile sports-related developments in the region. For example, Saudi Arabia hosted the 2019 World Heavyweight Boxing Championship fight between Andy Ruiz Jr. and Anthony Joshua, launched the prestigious LIV Golf Championship and made headlines two years ago with its acquisition of English Premier League club Newcastle United.

This is the Saudi Arabian government’s attempt to meet the needs of millennials and Generation Z.

Simon Chadwick
SKEMA Business School

Human rights organisations, however, point to the regime’s repressive treatment of the LGBTQ+ community and migrant workers, accusing the kingdom of ‘sportswashing’, as the “purification of sport”. But Danyel Reiche of Georgetown University advises caution in using the term:

”Of course Saudi Arabia invests in sport to improve its image and divert attention from human rights abuses. But I don’t think we can simply explain the Saudis’ sports investments with this term. It gives the impression that there is a simple explanation for complex processes. But I think it is more than that. And it also reflects the social changes in Saudi Arabia.”

Saudi Arabia is reportedly considering a joint bid with Egypt and Greece to host the 2030 World Cup.

This could be seen as an attempt by Saudi Arabia to catch up with its neighbouring country after Qatar successfully hosted the tournament last year.

The decision on who will host the 2030 tournament will be made in a public vote by the full FIFA Congress in September next year.