From Beijing to Riyadh: Can bin Salman Succeed in Whitewashing His Image Through Football?

As part of Crown Prince Mohammed bin Salman’s efforts to host the 2030 World Cup and bring about a transformative change in the nation’s image and identity, and whitewash himself internationally, the domestic football league has become a focal point for attracting top global players.

On June 7, 2023, Al-Ittihad, the reigning champion of the Saudi Professional League, announced the signing of French football superstar Karim Benzema until 2026, with the deal estimated at around €100 million ($106.93 million) annually.

Following suit on June 9, 2023, the same club, Al-Ittihad, secured the services of French player N’Golo Kante from English club Chelsea, also for a reported fee of €100 million.

However, the most significant and controversial transfer has been the legendary Portuguese player Cristiano Ronaldo, nicknamed the Don, joining Al-Nassr Saudi Club on December 31, 2022, for a staggering €200 million per year, making the 37-year-old the highest-paid footballer in history.

With these high-profile signings and astronomical wages offered to renowned global players, who now flock to the Saudi league before retiring, questions arise regarding the relevance and significance of these deals for Saudi citizens.

Why is Crown Prince Mohammed bin Salman striving to attract these players and establish a league that captures the world’s attention?

 

Stigma and Concerns

On June 5, 2023, Saudi Minister of Sports Abdulaziz bin Turki announced the transfer of ownership of clubs such as Al-Hilal, Al-Nassr, Al-Ittihad, and Al-Ahli, that compete in the domestic professional football league, to the Public Investment Fund (a government entity).

He stated that the kingdom’s goal is to elevate the league among the top 10 leagues globally, as well as increase the revenues of the Saudi Professional League from SAR 450 million ($120 million) to over SAR 1.8 billion ($447 million) annually.

Furthermore, they are focusing on developing sports facilities, particularly stadiums, such as the iconic King Fahd Stadium in Riyadh, which is set to be fully prepared by 2026.

In close proximity to King Fahd Stadium and the major clubs in Riyadh lies al-Ha’ir Prison, one of the most fortified and severe prisons in Saudi Arabia.

While there is an emphasis on football and stadiums by the Crown Prince, it is juxtaposed with the attention given to imprisoning reform figures in the depths of al-Ha’ir Prison, including Dr. Salman al-Ouda and Sheikh Safar al-Hawali.

This confirms that in the perspective of the governing Saudi administration, football is merely a means to whitewash the tarnished reputation of bin Salman, especially after it was severely damaged following the murder of journalist Jamal Khashoggi inside the Saudi consulate in Istanbul on October 2, 2018, by a special assassination squad sent by Prince Mohammed bin Salman, a mission that has become a stain on his reign.

On January 8, 2023, Eurasia Review published that contrary to prevailing impressions, Ronaldo’s transfer to play in Saudi Arabia goes beyond being a mere move to divert public attention from the kingdom’s horrendous human rights record.

The website added, “Human rights are just one of the kingdom’s reputational problems, even if they are what attracts the most attention.”

It stated that “Saudi Arabia seeks to alter an image entrenched over seven decades of a secretive kingdom that used its oil wealth to globally promote an ultra-conservative, supremacist, and intolerant interpretation of Islam.”

It also mentioned that the Saudi Crown Prince has “has introduced significant social and economic reforms while tightening the political leash.”

 

World Cup 2030

Despite all these strong measures taken by the kingdom, which align with Mohammed bin Salman’s dream of hosting the 2030 World Cup as a historic event that would serve as the best promoter of his rule, there are many obstacles on the way.

On September 11, 2022, Amnesty International deemed organizing the 2030 World Cup in countries including Saudi Arabia as “virtually impossible.”

It added that if FIFA correctly applied its human rights standards when evaluating any potential bid submitted by the kingdom, it would undoubtedly be rejected.

The organization emphasized that FIFA is required to rigorously enforce human rights standards when assessing any potential bid related to Saudi Arabia in order to avoid the mistake committed by its executive committee in awarding the 2018 finals to Russia, known for its violations of human rights and freedoms.

On September 9, 2022, PA Media reported warnings from Felix Jakens, the Campaigns Director for Individuals at Risk at Amnesty International, who stated that the kingdom seeks to host the 2030 World Cup as a form of vindication for its reputation laundering efforts through sports.

This comes at a time when human rights are deteriorating significantly under the reign of Crown Prince Mohammed bin Salman, raising concerns.

 

The Chinese Model

From here arises the question of the effectiveness of what Mohammed bin Salman is doing to improve his reputation, and whether he is the first ruler to resort to football as a means to change his tarnished image in front of the world.

On December 14, 2015, BBC published its report on the interest of the Chinese Communist Party in football.

The report mentioned that Chinese investors have purchased a 13% stake in Manchester City, bringing Beijing’s interest in football to the forefront.

Chinese investors have been buying shares in football clubs in England, Spain, France, the Netherlands, and the Czech Republic in recent years, and Chinese President Xi Jinping has admitted his love for the game.

The British website noted that there are many reasons for this interest, including the Chinese desire to present a positive image on the international stage, surpassing issues of oppression, despotism, and restrictions on media and political freedoms.

Indeed, the Chinese league sought to attract prominent players such as Ivorian Didier Drogba, Frenchman Nicolas Anelka, Malian Seydou Keita, and Argentine Carlos Tevez, all of whom moved there, just as is currently happening in the Saudi league.

Beijing’s interest in football and opening the doors to world-class players highlighted the human rights aspect in China, particularly the persecution of the 23 million Muslim Uighurs in the East Turkestan region.

On December 14, 2019, the former Arsenal player (at that time) Mesut Ozil strongly criticized the silence of Islamic countries regarding the persecution of the Muslim Uighur minority in China.

The German player of Turkish origin tweeted: “[In China,] Qurans are burned, mosques were closed down, Islamic theological schools, madrasas were banned, religious scholars were killed one by one.

“The brothers are forced into the camps. Chinese men are settled in their families instead of them. The sisters are forced to marry Chinese men.”

Ozil wondered in disbelief: “Where are the Muslim countries and their media?”

Therefore, football has become a double-edged sword against China. Instead of promoting it, it has become a reason for criticism by prominent players like Ozil.

 

Tyrants and Football

It’s not only Mohammed bin Salman or China who have adopted such a policy on their own. Modern history has witnessed many tyrants and despots who have shown an interest in football and used it as a tool for their politics.

One example of such a politicians is the “tyrant” President Mobutu Sese Seko, who ruled Zaire (currently the Democratic Republic of Congo) with an iron fist and killed hundreds of thousands of his own people.

One remarkable thing about this man is that during his country’s participation in the 1974 FIFA World Cup in West Germany (at that time), Seko sent a message to his country’s players.

The message read: “From now on, you are not at peace. You will pay a high price for that harsh defeat that has tarnished Zaire’s reputation on Earth. Let the punishment be on your heads alone, and don’t lose by more than three goals against Brazil. For each goal beyond three, there will be three bullets in the head of each of your family members.”

Zaire lost the match 3-0, and its players managed to return to their country, but they spent the rest of their lives as outcasts, poor, and banned from playing abroad.

Another well-known example is General Jorge Videla of Argentina, who hosted the 1978 FIFA World Cup, just two years after leading a military coup against President Isabel de Peron.

At the time, Videla imprisoned and kidnapped his opponents, including their children, in addition to the notorious crime of forced disappearance that characterized his rule. This led Dutch star Johan Cruyff to refuse to participate with his national team in the tournament after receiving threats of abduction for him and his family if they came to Argentina due to his criticisms of the general’s policies.

In that tournament, Argentina defeated the Netherlands 3-1 in the final, and the general celebrated with the cup, the authorities celebrated the victory, and people cried for their murdered relatives.

However, the tournament remained in memory as one of the ugliest political uses of football. The military coup in Argentina eventually ended, and in 2010 Videla was sentenced to life imprisonment before he passed away in prison in May 2013.

This gives the impression that no matter how many authoritarian regimes try to associate themselves with football or any other sport, they remain unchanged.