Saudi Arabia’s Billion-Dollar Soccer Spending Spree: A Mix of Sportswashing and Geopolitical Ambition

A $1 Billion Spending Spree to Lure the World’s Best Players

Saudi Arabia’s Pro League (SPL) has made global headlines with its unprecedented spending spree in the summer transfer window. The country’s top clubs, many of which are backed by the Saudi Public Investment Fund (PIF), splurged nearly $1 billion to sign 94 international players from Europe’s top leagues, including Ligue 1, La Liga, Serie A, Bundesliga, and the Premier League. Among the big signings were Neymar Jr., who joined Al-Hilal for a reported $98.5 million transfer fee, and Karim Benzema, who moved to Al-Ittihad after his contract with Real Madrid expired. These acquisitions have placed Saudi clubs among the world’s top spenders, with Al-Hilal alone spending over $378 million—more than Paris Saint-Germain (PSG) and Arsenal.

The SPL’s injection of cash into football has been criticized as “sportswashing,” a term used to describe the practice of using sports to improve a country’s international image, often to distract from human rights issues. Saudi Arabia has faced significant criticism for its human rights record, including the execution of 196 people in 2022—a 30-year high—and the increasing use of counterterrorism laws to silence dissent. However, Saudi Crown Prince Mohammed bin Salman has shrugged off the criticism, stating that if sportswashing boosts the country’s GDP, he is willing to continue investing heavily in sports. “I don’t care what you call it,” he said. “We’re going to get that growth.”

The Geopolitical and Economic Vision Behind Saudi’s Soccer Ambitions

Saudi Arabia’s foray into elite football is part of a broader plan to diversify its economy and shift away from oil dependency. The PIF, which manages over $777 billion in assets, has been instrumental in funding these lavish transfers and investments. The SPL’s strategy is not just about creating a competitive soccer league; it’s about positioning Saudi Arabia as a global sporting powerhouse. By attracting top players like Cristiano Ronaldo, who signed with Al-Nassr for a record-breaking $200 million annually, the SPL aims to enhance its global reputation and attract foreign investment.

The kingdom’s long-term vision, encapsulated in its “Vision 2030,” includes ambitious projects like the $500 billion Neom city and the futuristic linear city, The Line. Football plays a central role in this vision, with Saudi Arabia hoping to become a hub for major sporting events. The country is already hosting the 2023 FIFA Club World Cup and is bidding for the 2027 AFC Asian Cup, while also mulling a joint bid with Greece and Egypt for the 2030 FIFA World Cup.

Human Rights and the "Sportswashing" Debate

Despite the SPL’s attempts to project itself as a legitimate competitor to Europe’s top leagues, the allegations of sportswashing have overshadowed its progress. Critics argue that Saudi Arabia’s investment in football is a thinly veiled attempt to whitewash its human rights abuses. Amnesty International has documented a rollback in human rights in Saudi Arabia, including a crackdown on freedom of expression and an escalation in criminal prosecutions. The country’s poor human rights record has led to widespread condemnation from international organizations and activists.

However, Saudi officials have dismissed these criticisms, inviting skeptics to visit the country and see the progress firsthand. “Come to Saudi. Come and see Saudi,” said Sports Minister Prince Abdulaziz bin Turki Al-Faisal. “See what it is, see the people, meet the people. Look at what the country is doing for the future of the people in Saudi, then you can criticize as much as you like.”

A Young Population and the Politics of Distraction

Football holds a special place in Saudi Arabia, where over 80% of the population plays, attends, or follows the sport. With a young population—51% of Saudis are under the age of 30—the government sees football as a tool to engage and pacify its youth. Experts like Simon Chadwick, a professor of sport and geopolitical economy, suggest that Saudi Arabia’s investment in football is part of a “social contract” aimed at preventing anti-government sentiment and radicalization.

By offering its young people access to world-class footballers and competitions, the government hopes to distract them from political grievances. “You want Ronaldo? You got him. You want some of the best football teams in the world? You got them,” Chadwick explained. “But don’t question us.” This approach is reminiscent of the Arab Spring, where pro-democracy protests were met with crackdowns, and governments turned to sports and entertainment to maintain control.

The Impact on Global Football and the Challenge to European Dominance

Saudi Arabia’s spending spree has sent shockwaves through the football world. The SPL’s willingness to pay top dollar for aging stars has raised questions about the sustainability of its model and the ethics of luring players from Europe’s elite leagues. While some European officials, like UEFA President Aleksander Ceferin, have dismissed the SPL as a threat, others, like Liverpool manager Jurgen Klopp, have expressed concern. “It feels rather like a threat or a concern than not,” Klopp said.

The SPL’s approach has also drawn comparisons to China and Qatar, which have invested heavily in football to boost their global profiles. While Saudi Arabia’s spending power is unmatched, its lack of transparency has raised concerns about financial fair play and the integrity of the sport. Unlike European leagues, which operate under strict financial regulations, the SPL has no salary cap or financial fair play rules, giving it a significant advantage in the transfer market.

The Broader Implications of Saudi Arabia’s Sports Strategy

Saudi Arabia’s foray into football reflects its broader geopolitical ambitions. The kingdom’s unlimited financial resources have allowed it to disrupt industries like golf and football, with the PIF-backed LIV Golf league poaching top players from the PGA Tour. While critics accuse Saudi Arabia of using sports to enhance its image, the country’s leaders see these investments as a way to diversify the economy and secure a post-oil future.

The long-term success of Saudi Arabia’s football strategy remains uncertain. While it has managed to attract big names, it faces challenges in building a sustainable league and addressing concerns about transparency and human rights. For now, the kingdom seems willing to spend whatever it takes to achieve its vision of becoming a global sports powerhouse—one player transfer at a time.