The whole world is talking about Saudi Arabia. The signing of Karim Benzema, the merger of the PGA Tour de Golf with the Saudi LIV, or even Lionel Messi’s refusal to join Al-Hilal are some of the most talked about topics. Much less is said about the three people who await his execution in that Asian country for opposing the regime’s plans.
Three men were arrested and sentenced to death for refusing to vacate their homes to build a futuristic 170 km linear city in the Saudi desert. But the news is in football, in Formula 1 or in golf. A resounding success for Saudi Arabia. His plan works perfectly.
Sportswashing (or sports bleaching) is already an old acquaintance in the sports sphere. It is about using sport as a means to manipulate the image and improve the reputation of an individual, organization, or in this case, a country. And Saudi Arabia is doing very well.
But for years this Asian country underestimated the power of sports to make us forget the constant attacks against human rights. That was until he saw the success of his little neighbors. Bahrain with Formula 1, the United Arab Emirates with Manchester City and Qatar with Paris Saint-Germain and the 2022 World Cup.
Thus, in 2016 the Saudi monarchy launched a plan to monopolize the most important sporting events in the world. Vision 2030 is the path that the country has set, with the aim of diversifying its economy and raising its position in the world arena. And Saudi sees sport as a fundamental pillar in its plans.
The signing of Cristiano Ronaldo by Al-Nassr was the biggest media barrage the Saudi monarchy has achieved, but not the only one. Without going any further, the most discussed topic this summer is the exodus of footballers to Arabia. Only Messi was able to overcome that attention with his signing in the MLS, and even so, in the middle there was discussion about his option to go to Arab football.
Always in football, in 2021 the purchase of Newcastle United was announced by the Saudi Arabian Public Investment Fund, the most recent club-state (like PSG or Manchester City). Also the Spanish and Italian Super Cups, which have been played in Arabia on numerous occasions.
In addition, in the case of Spain, the agreement for the Super Cup to be played in that Asian country has been widely criticized. First, for not being disputed in Spanish territory, and second, for taking it to a country that is so repressive with respect to human rights. It was even questioned whether women could attend the matches, which had to be clarified by the RFEF, given the doubts by a country that until 2018 did not allow women to enter its stadiums.
But it’s not just football. In 2021, the Saudi Arabian Grand Prix was introduced in Formula 1, which is held in the city of Jeddah. In the motor they also managed to organize the popular Dakar Rally, which since 2020 has been run in the Arabian desert.
In 2021 they also joined golf. That year LIV was created, the new professional tour that entered to compete with the PGA, offering competitors stratospherically larger numbers and that ended up in both organizations joining, as announced in recent days.
Although not everything is gold for the regime. In January of this year, it was leaked that the Saudi tourism department would be a sponsor of the Women’s World Cup, a decision that received harsh criticism from players, organizations and even the hostesses (Australia and New Zealand), due to the limited rights of the women that exist in Arabia. Finally, FIFA backtracked and rejected the sponsorship.
Nothing seems to indicate that the plans of the Saudi regime will change in the coming years. Or maybe they will change, because it is very possible that image laundering will increase more and more, with sports as its greatest magic trick.
The regime was chosen as the venue for the 2029 Asian Winter Games, which will be hosted in NEOM, a city that does not yet exist. And it is that the challenge of carrying out winter sports in the middle of the desert is the perfect opportunity for Saudi Arabia to show its muscle for the future. Also, there are already rumors that it could host the 2030 Winter Olympics.
By 2030 they also wanted to host the men’s soccer World Cup, with a bid that would include Greece and Egypt. Although this possibility should be postponed, given the withdrawal of Arabia after seeing that it could not compete with the candidacy that unites Spain with Portugal and Morocco.
Of course, it would not be any surprise to see that the World Cup is played on Saudi soil in 2034. But the next step seems almost traced: hosting the Olympic Games. There is talk of the possibility that sports feats reach the Asian country in 2036, almost like the icing on the cake for the monarchy. The time to show off to the world.
