Saudi grows its sports kingdom with Aramco’s landmark deal with FIFA

The Gulf Kingdom's foray into sports has been labelled as 'Sportswashing' - aimed to improve its international reputation of investing in sports and using high-profile events.

Sparsh Vyas Published: 26 Apr 2024 14:15:PM

Saudi grows its sports kingdom with Aramco’s landmark deal with FIFA

FILE – FIFA President Gianni Infantino, left, applauds during the medals ceremony after the Soccer Club World Cup final match between Manchester City FC and Fluminense FC at King Abdullah Sports City Stadium in Jeddah, Saudi Arabia, Friday, Dec. 22, 2023. Manchester City won 4-0. (AP Photo)

New Delhi: Saudi Arabia took another major step towards their quest to become a sports kingdom with Aramco’s landmark deal with FIFA, the world football governing body. The Saudi oil company signed a three-year agreement with FIFA, which will run until 2027.

The deal gives Aramco sponsorship rights for the men’s World Cup in 2026 and the Women’s World Cup the following year. The state-owned Oil company already has a sponsorship deal with Formula 1 and is a partner of the International Cricket Council (ICC).

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With the FIFA deal, Saudi has grown its influence in sports globally.

Earlier this month, it was announced the season-ending Women’s Tennis Association (WTA) Finals will be held in Saudi Arabia’s capital Riyadh from 2024-2026.

As Saudi continues to spread its wings, discontent among human rights bodies is expected to grow louder.

The Gulf Kingdom’s foray into sports has been labelled as ‘Sportswashing’ – aimed to improve its international reputation of investing in sports and using high-profile events.

Saudi has been criticised for its human rights violations including women’s rights abuses, its stand on homosexuality and the restriction of free speech among other diktats.

According to a report published in 2023, Saudi has around 312 sponsorship deals across 21 sports.

The Gulf kingdom is the only bidder for the 2034 World Cup and is likely to stage the event when FIFA announces the hosts later this year.

Amnesty International slammed the Aramco deal and said it ‘raises human rights concerns’. It asked FIFA to make ‘binding agreements with the Kingdom to protect people from exploitation, discrimination, and repression’.

Aramco, the biggest Oil producer in the world, has been labelled as the ‘world’s largest corporate greenhouse gas emitter’ by independent think tank Carbon Tracker.

Greenpeace, the independent global campaigning network which focuses on the preservation of the environment slammed FIFA for linking up with Aramco and termed the deal as ‘own goal’.