Saudi Arabia’s growing investments in global sports are part of a broader strategy to reshape its image on the world stage. This practice, known as “sportswashing,” allows regimes to use high-profile sporting events as a form of soft power, deflecting attention from internal human rights abuses or controversial policies. The sheer scale of these investments, particularly by Saudi oil giant Aramco, reflects an urgent need to both improve their global standing and mask the environmental damage caused by their core industries.
Saudi Arabia has poured over $1.3 billion into sports sponsorships, aiming to leverage popular sports like football, motorsports, cricket, and golf. These efforts mirror the tactics used by Big Tobacco decades ago, which sought legitimacy through sports before such sponsorships were banned. The situation is particularly concerning given that the Saudi regime remains largely unbothered by accusations of greenwashing. Crown Prince Mohammed bin Salman’s blunt dismissal of these criticisms underscores the pragmatism behind their approach: if sportswashing boosts the economy, it’s worth pursuing, regardless of the ethical implications.
These moves aren’t isolated to Saudi Arabia. Several fossil fuel giants, including TotalEnergies and Shell, are following suit. The influx of dirty money into sports—estimated to exceed $5.6 billion globally—is a troubling development, particularly as the planet continues to grapple with climate change. As sporting events attract millions of fans worldwide, they also serve as prime venues for these companies to normalize their environmentally destructive practices.
The ethical dilemma of allowing such sponsorships in sports cannot be ignored. Sports organizations, from FIFA to the International Olympic Committee, must address the moral contradiction of endorsing companies that actively fuel the climate crisis. Otherwise, sports become little more than billboards for the worst corporate offenders, promoting lifestyles that exacerbate global warming.
Last year, I discussed the influence of oil money on D.C. sports in a blog post, outlining how the unchecked flow of capital into American sports franchises serves not only to divert public attention but also to ingratiate powerful interests into the fabric of American culture. This strategy has now been expanded globally, with petrostates like Saudi Arabia at the helm, shaping international perceptions through well-timed and well-funded sporting engagements.
The pressing question remains: will the global community continue to allow the commercialization of sports by regimes whose wealth is built on the destruction of the planet? Or will there be a reckoning, much like with Big Tobacco, to curb these influences before it’s too late?
References:
- Woods, C. (2023, July 26). Oil money buying D.C. sports.
- Di Sario, F., & Coi, G. (2024, September 18). Saudi oil giant spends well over a billion on ‘sportswashing,’ new report says. Politico.