Saudi Arabia’s increasing presence in the sporting world is raising concerns about the kingdom’s human rights record. The country has invested billions of dollars in partnerships with Western institutions such as the PGA, Formula One racing, and World Wrestling Entertainment. They have also attracted top soccer players like Cristiano Ronaldo and used Lionel Messi as an influencer to promote the kingdom. Despite these efforts to enhance its international image, Saudi Arabia has been accused of sportswashing – using sports as a distraction from its human rights abuses.
Saudi Arabia’s involvement in a proxy war in Yemen has led to numerous human rights violations, including civilian casualties and a dire humanitarian situation. Critics argue that the kingdom’s sports ventures are an attempt to divert attention from these abuses. The lack of meaningful reparations following a peace deal in Yemen further raises doubts about the kingdom’s true intentions.
Internally, Saudi Arabia’s political freedoms remain limited, and dissent is met with harsh measures. Activists have been imprisoned for social media posts critical of the regime, and peaceful protesters have been sentenced to death on terrorism charges. These incidents contradict the narrative of Saudi Arabia’s progressive reforms, which have included relaxed restrictions on women and religious minorities.
However, the Saudi sport blitz goes beyond mere propaganda. It aligns with the country’s broader objective of rebranding itself. Saudi Vision 2030, the kingdom’s campaign for economic and social transformation, aims to normalize Saudi Arabia within the liberal international order. The current leadership seeks to shed stereotypes of being a conservative, oil-rich, and extremist nation. Instead, they want to present a modern, technocratic society open to cultural engagement and exchanges.
While the term sportswashing implies the Saudis’ sudden concern for human rights, authoritarian regimes like Qatar and the United Arab Emirates have shown that they can disregard international norms while still maintaining global influence. As long as these countries serve a valuable role in the international system, their human rights abuses are often overlooked. Saudi Arabia is banking on this pattern continuing.
In conclusion, Saudi Arabia’s sports ventures are not just about diverting attention from human rights abuses but also part of a larger strategy to modernize and rebrand the country. While concerns about the kingdom’s human rights record persist, the leadership believes that an increasingly open and cosmopolitan Saudi Arabia will be attractive to other states and companies. Whether this strategy succeeds or not remains to be seen, but the kingdom is pushing forward with its ambitious plans.
