If you’re into sports, you might have noticed that the Gulf Countries (especially Saudi Arabia) are making all kinds of moves in this area. Everyone is talking about it ever since Cristiano Ronaldo signed with Al-Nassr, but the framework was set long before this monumental move.
Gulf states invested in significant football clubs like Manchester City (owned by Mansour Bin Zayed Al Nahyan since 2008), PSG (owned by Qatar Sports Investments since 2011), or Newcastle United (owned, in majority, by the Saudi Arabia Public Investment Fund).
It’s not just football, F1 races, tennis tournaments, UFC, and more sporting competitions that have taken place in the area in recent years. This article explores the growing prominence of sports in the Gulf States and how it is linked with social and cultural norms.
The Charge to Change the Global Sports Landscape
Since 2004, F1 races have been held in Bahrain, Abu Dhabi, and Qatar, putting the area on the map for the biggest racing competition in the world. Despite its controversies, the World Cup in Qatar served as a catalyst for all other attempts in the area.
Furthermore, important sporting competitions like the European Super Cup, the Spanish Super Cup, and the Italian Super Cup took place in Riyadh in 2023, giving a clear signal that the world of sports is shifting away from Europe or the United States.
How do Gulf countries manage to have such an impact? Cristiano Ronaldo and the other star football players (Neymar, Benzema, Riyad Mahrez, Sadio Mane, Firmino, etc.) certainly play a part. However, such success couldn’t be made possible without serious investment in infrastructure.
The Gulf states have some of the best training facilities in the world, attracting world-class athletes. Footballers like Mo Salah and clubs like Real Madrid use the Nad al Sheba (NAS) complex, as do stars from other sports like Novak Djokovic. These facilities cater to athletes globally, offering amenities ranging from FIFA-standard pitches to sports science labs.
Gulf Countries Buying Their Front Ticket Seats for Major Sports Events
In 2027, Qatar will host the basketball World Cup, and in 2030, they will host the Asian Games. These events are seen as stepping stones towards a potential bid for the 2036 Summer Games. Saudi Arabia, on the other hand, is set to host soccer’s Asian Cup in 2027, followed by the Asian Winter Games in 2029, which will require a lot of artificial snow. The country will also host the 2034 Asian Games. FIFA has already given the green light for Saudi Arabia to host the 2034 World Cup, and the country’s leader, Mohammed, announced last month that they are bidding for the tournament.
Over the past decade, cities like Dubai, Doha, and Jeddah have been busy building their infrastructure, relaxing laws, and welcoming outsiders. These actions can be attributed to the current shift in the sporting landscape.
Countries are offering huge amounts of money to lure top athletes to play for them. For example, Tiger Woods has reportedly received an offer of over $700 million to join Saudi-owned LIV Golf, while Cristiano Ronaldo is believed to be earning $220 million annually to play in the Saudi Pro League.
In July, basketball superstar LeBron James jokingly remarked on social media that he would run to Saudi Arabia like Forrest Gump “when they call [his agents] for that 1-year deal!” However, in September, he visited Riyadh, where he and his agent took selfies with the country’s Minister of Culture.
Companies from the Middle East have also been investing in American sports. Some of the major teams and events are sponsored by Saudi Arabia’s Aramco (Formula One), Qatar Airways (NBA), Etihad Airways (MLS), and Emirates Airlines (U.S. Open). According to the Sovereign Wealth Fund Institute’s analysis, the region’s sovereign wealth funds have committed over $4.5 billion to sports properties in the past three years.
With the rising popularity of sports in the Gulf and beyond, there’s a parallel surge in interest in online sports betting. This phenomenon underscores the growing enthusiasm for sports, offering fans a way to engage more deeply with the games they love. Even though the Gulf countries are far from accepting any kind of gambling on their territories, the phenomenon is already there among tourists and expats.
Can Sport Change Political Views as Well?
The Washington Post analyzed the surge in sports investments by Gulf countries, which carries significant geopolitical and cultural implications. This trend is not merely about fostering sports; it’s a strategic move to reshape the Gulf’s global image, softening political edges through sports’ universal appeal.
Furthermore, it reflects a nuanced embrace of Western cultural elements, signaling a bridge-building endeavor between the Gulf and the West. Through sports, the Gulf States are navigating the complex terrain of global diplomacy, aiming to enhance their soft power and establish themselves as influential players on the world stage. This sports diplomacy is a testament to the region’s evolving identity, highlighting a strategic blend of tradition and modernity and underscoring sports as a pivotal element in the Gulf’s broader socio-political narrative.
Final Words
The UAE Sports Sector Strategy 2032 and the Saudi Vision 2030 are government policies aiming to diversify the economy of Saudi Arabia away from oil. These policies target creating more private sector jobs specifically for Saudi citizens instead of expatriates. The goal is to ensure a sustainable future for the Kingdom when the oil reserves eventually run out.
Sure, some voices use the term “sportswashing” to label all this sports proliferation as an effort to distract the public eye from the human rights wrongdoings happening in these countries. However, the fans are the ones that have the last word. And, if the sporting spectacle is there, the vast majority don’t care if their favorite competitions occur in Qatar, Arizona, or Germany.