Billions deployed since early 2021 in a move critics say is an attempt to distract from human rights record
In The Playbook’s year-ender a couple of weeks ago, I called 2022 the year of sportswashing. So it was rather apt that the year ended with yet another instance of a government using sports sponsorship to improve its global reputation.
Critics say it is “sportswashing”, but years of relentless spending are making Saudi Arabia a central player in the world’s most lucrative sports.
Let’s not forget Saudi Arabia’s appalling record on women’s rights as it sponsors FIFA Women’s Word Cup
Saudi Arabia’s tourist authority is reportedly set to sponsor the 2023 FIFA Women’s World Cup, co-hosted by Australia and New Zealand mid-year.
After years of relentless spending, Saudi Arabia is now a central player in the world's most lucrative sports. Critics say it is sportswashing, but is there an economic payoff that makes it all worth it?