Sporting Diplomacy: Saudi Arabia’s Image Makeover

How Saudi Arabia is leveraging sports as a powerful tool for national branding and reputation building.

In recent years, Saudi Arabia has been strategically leveraging sports as a powerful tool for public relations. By investing heavily in various sports ventures, the Middle Eastern nation aims to reshape its image and attract global attention. In this article, we will explore how Saudi Arabia’s foray into the world of sports, including its recent involvement in golf, is part of a broader strategy known as “sportswashing.” We will delve into the concept of sportswashing, its historical significance, and how countries have long utilized sports to change public perception.

What is Sportswashing really?

In the world of sports, where heroes are forged and triumphs celebrated, a darker phenomenon has emerged, casting a shadow over the purity of the game. This phenomenon, known as “sportswashing,” has become an increasingly prevalent tactic employed by countries with less-than-stellar reputations, aiming to divert attention from their unsavory aspects and controversial issues. One nation that has embraced this strategy with fervor is none other than Saudi Arabia, a country synonymous with its less-than-ideal track record on human rights and women’s rights.

Saudi Arabia, a nation built on tradition and deeply rooted in a conservative ideology, has found itself under the global spotlight due to its questionable practices and restrictions on individual liberties. However, the House of Saud has recognized the power of sports as a smokescreen capable of obscuring these unsavory aspects and presenting a more favorable image to the world. Their grand plan? To embark on an ambitious journey of sportswashing in order to reshape public perception and attract investment and tourism.

The Kingdom has spared no expense in associating itself with prestigious sports events, elite clubs, and renowned athletes. By forging alliances with established sporting entities, Saudi Arabia seeks to enhance its international reputation, using the language of sport to transcend borders and project an image of progress and modernity. However, the underlying motivation behind this calculated move is to create a distraction from the country’s deeply ingrained social issues and human rights concerns.

One of the most prominent examples of Saudi Arabia’s sportswashing strategy is its ambitious foray into hosting marquee sporting events. The Kingdom, known for its opulent landscapes and extravagant wealth, has managed to attract high-profile competitions such as boxing’s “Clash on the Dunes” and the “Saudi Arabia E-Prix” in Formula E racing. These events, accompanied by multimillion-dollar sponsorships and global media coverage, have acted as a magnet, luring the attention of the sporting world and steering the narrative away from the country’s darker realities.

In addition to hosting events, Saudi Arabia has also invested heavily in the acquisition of sports franchises and clubs, leveraging the power of association with storied teams to bolster its international image. Most notably, the acquisition of Newcastle United Football Club sent shockwaves throughout the footballing community. The controversial takeover raised concerns about the integrity of the sport and sparked debates about the moral implications of aligning with a nation whose human rights record is less than exemplary. Nevertheless, Saudi Arabia persists, undeterred by the ethical questions, as it believes that owning a prestigious football club will pave the way for greater global acceptance and legitimacy.

Moreover, the Kingdom has sought to cultivate relationships with high-profile athletes, aiming to project an image of inclusivity and progressiveness. By sponsoring world-class sporting stars and arranging exhibition matches on Saudi soil, the nation hopes to demonstrate its commitment to sporting excellence and its openness to the world. However, critics argue that these endeavors merely serve as a façade, obscuring the fundamental issues that persist within Saudi society.

While Saudi Arabia’s sportswashing campaign has garnered attention and sparked controversy, it remains to be seen whether it can achieve its desired goals. The true impact of this strategy on public opinion and international perception of the Kingdom is a matter of debate. Skeptics argue that true progress and change can only be measured by tangible actions addressing the core issues at hand, rather than through superficial attempts at rebranding.

As Saudi Arabia continues its quest to sportswash its tarnished reputation, it stands as a stark example of the power and allure of sports in shaping public opinion. Only time will reveal whether this ambitious strategy will yield the desired outcomes for the Kingdom, or if the world will see through the smokescreen and demand real progress on the fundamental issues that continue to cast a shadow over Saudi Arabia’s sporting ambitions.

The Rise of LIV Golf and Saudi Arabia’s Involvement

A seismic shift occurred in the world of golf when LIV Golf, a rebel league challenging the PGA Tour’s dominance, emerged on the scene. Offering higher monetary rewards and promising to revolutionize the sport with shorter tournaments and vibrant entertainment, LIV Golf swiftly attracted some of the top professional golfers. Surprisingly, it was revealed that LIV Golf’s primary backer was none other than Saudi Arabia and its sovereign wealth fund. This unexpected collaboration sent shockwaves through the golfing community and raised questions about Saudi Arabia’s motivations.

The Power of Sports as a Unifying Force

Sports possess a unique ability to unite people across various backgrounds, regardless of income, social status, or religious beliefs. The emotional connections individuals form with their favorite teams or athletes transcend political and social barriers. Recognizing this, nations throughout history have harnessed the power and emotional appeal of sports for political gain and PR purposes. From ancient Greece to modern-day mega sporting events, the role of sports in shaping public opinion cannot be underestimated.

Historical Examples of Sportswashing

Sportswashing is not a new phenomenon. Throughout history, countries have employed sports as a strategic tool to shift public perception and project a positive image. Let’s explore two notable examples:
Ancient Greece: The Olympics and Political Signaling

In 416 BCE, during a time of war between Athens and Sparta, Athenian politician Alcibades participated in the chariot race at the original Olympics. By claiming all three top spots on the podium, he sent a powerful message to the world, showcasing Athens’ strength and resilience. This can be seen as an early instance of sportswashing, a PR strategy aimed at changing perception in times of adversity.

Nazi Germany and the 1936 Olympics

The 1936 Olympics held in Nazi Germany presented a prime example of sportswashing on a grand scale. Adolf Hitler’s regime seized the opportunity to project an image of openness and inclusivity by removing signs that read “No Jews” from public places. The meticulously planned event aimed to convince the world that Germany was turning a new leaf. Unfortunately, the true intentions of the regime became evident soon after.

Saudi Arabia’s Expanding Sports Portfolio

Saudi Arabia’s aggressive sports investments extend beyond golf. The country has been acquiring or seeking partnerships with renowned clubs, events, and leagues worldwide. Here are a few notable examples:

Newcastle United and Cristiano Ronaldo’s Transfer

In 2021, Saudi Arabia’s sovereign wealth fund purchased Newcastle United, one of the top clubs in English football. This acquisition not only injected significant financial resources into the club but also drew international attention to Saudi Arabia’s growing influence in the world of sports. Additionally, the lure of Saudi Arabia’s wealth enticed football superstar Cristiano Ronaldo to join Al Nassr, a Saudi football club, further bolstering the nation’s sporting credentials.

Formula 1 and T20 Cricket League Ambitions

Rumors have circulated that Saudi Arabia expressed interest in acquiring Formula 1 from its American owners, which would solidify its position as a major player in the motorsports world. Although this particular venture did not materialize, Saudi Arabia continues to host an annual Formula 1 race, attracting some of the fastest drivers in the world to compete on its street track.

In its pursuit of diversifying its sports portfolio, Saudi Arabia has also contemplated launching a T20 cricket league that would surpass the Indian Premier League (IPL) in terms of grandeur and scale. While this ambitious project is still in the works, Saudi Arabia has already made its presence felt in cricket by featuring “Visit Saudi” ads during the IPL matches, leveraging the sport’s global popularity to promote its tourism and business interests.

Boxing and Other Sporting Events

Saudi Arabia has even ventured into the world of boxing, hosting high-profile matches featuring renowned fighters such as Anthony Joshua. By organizing such events, Saudi Arabia aims to position itself as a global sports destination and further elevate its international reputation.

The Political Nature of Sports and Accepting Sportswashing

It is essential to recognize that sports, despite their claim to apolitical nature, are inherently intertwined with politics. The emotional connections and allegiances formed through sports create a powerful platform that nations can exploit for political and public relations purposes. China, Qatar, Russia, and other countries have all utilized sports to shape global perception and achieve political objectives.
Sportswashing, as exemplified by Saudi Arabia’s extensive involvement in sports, will continue to be a prevalent phenomenon. While some may view it with skepticism, we must acknowledge that sports’ political nature and its ability to evoke positive emotions among fans make it an attractive tool for nations seeking to rebrand or improve their image.

Saudi Arabia’s recent foray into the world of sports, particularly through its involvement in golf, is part of a broader strategy known as sportswashing. By leveraging sports as a means of public relations, Saudi Arabia aims to reshape its global image and attract investments and tourism. Through strategic acquisitions, partnerships, and hosting international events, Saudi Arabia is positioning itself as a major player in various sports domains. While sports may strive to be apolitical, their inherent political nature and emotional appeal make them an effective tool for nations seeking to change public perception. As we navigate the world of sports and its relationship with politics, it becomes crucial to be aware of the potential implications and motives behind these ventures.