https://www.thefp.com/p/saudi-arabia-sportswashing-football-liv-golf?utm_source=substack&utm_medium=email
I’ll never forget the moment Saudi Arabia arrived in global soccer. It happened at the World Cup last November, when the team faced Argentina—the overwhelming favorite to win.
At halftime they were losing 1–0 and nobody was paying attention. I was finishing my halftime snack in the Pearl Lounge at Doha’s Lusail Stadium: a bowl of caviar in one hand and a glass of Taittinger champagne in the other. Then, suddenly, the Saudis scored a goal in the second half—and plutocrats clad in keffiyehs and thobes tipped over their plates of wagyu steak as they stampeded back to their seats. Saudi Arabia went on to beat the soccer legends 2–1, causing the biggest upset in World Cup history.
That game was just the beginning. In recent weeks, Saudi Arabia has embarked on an extraordinary and record-breaking shopping spree, spending billions to acquire marquee-name players. The most recent foray is an attempt by Saudi soccer club Al-Hilal to sign French striker Kylian Mbappé, by most measures the best player in the world, for a quite staggering world record $332 million, plus a one-year contract worth $776 million. Money like this has never been seen in soccer before. Unsurprisingly, the bid was accepted by Mbappé’s club, Paris Saint-Germain, but the soccer star, so far, has refused the deal.
Either Saudi Arabia really wants to be the global epicenter of soccer, or they really want to distract the world with their attempts to do so.
Most Westerners believe it’s the latter, accusing the kingdom of “sportswashing.” Saudi Arabia is well aware of their reputation: they’re a country that oppresses women, executes dissidents, and disembowels Washington Post columnists. But—and this is a big but—if they buy enough soccer stars and sponsor enough sports tournaments, then maybe “human rights atrocities” won’t be the first thing mentioned when people discuss Saudi Arabia.
At least that’s the theory. But is it working? Can you buy enough star athletes to make the world forget (or at least ignore) all of your tyrannical excesses? And is that even what they’re doing at all?
What’s crystal clear is that the Saudis have been building up to this investment spree for some time, dipping into their Public Investment Fund (PIF) of more than $700 billion to pay for it. In 2019, the country hosted British heavyweight boxing champion Anthony Joshua’s fight against the Mexican American fighter Andy Ruiz Jr. Then in 2021, it hosted its first Formula 1 race, at the newly minted track in Jeddah. That same year, it made its biggest move so far by buying Newcastle United, a storied Premier League soccer team from the northeast of England.