In the year 2023, Saudi Arabia’s entry into the world of sports elicited diverse reactions and moral complexities. Looking ahead to 2024, the discourse has transitioned from ethical considerations to pondering the potential financial gains resulting from Saudi Arabia’s investment in sports.
Two significant developments have driven this shift – the PGA Tour’s expressed interest in collaborating with the Saudi group behind LIV Golf, and Jon Rahm’s decision to sign a reported $500 million contract to join the league. Concurrently, Saudi Arabia has been actively engaging with leaders in professional tennis, making notable advancements in global soccer, and making preparations to host the 2034 World Cup.
The Public Investment Fund of Saudi Arabia has made substantial investments in various sports, including signing Cristiano Ronaldo for a reported $200 million per year and attempting to lure Lionel Messi to their domestic league with a staggering $500 million offer. Additionally, the fund has acquired ownership of the Premier League’s Newcastle soccer club and has been actively involved in Formula One and cricket.
In the realm of tennis, the ATP has inked a five-year deal to hold a major event in the Saudi city of Jeddah, with ongoing discussions with the women’s tour. Even Billie Jean King, a trailblazer in the fight for gender equality in sports, has recognized the potential benefits of introducing the sport to Saudi Arabia despite the country’s history of suppressing women’s rights.
This strategic pivot towards sports is viewed as an effort by Saudi Arabia to redefine its global image beyond being solely an oil-producing nation with a tarnished human rights record, although critics have labeled this as “sportswashing.”
The remainder of 2023 and the entirety of 2024 are expected to revolve around the outcomes of negotiations between the PGA Tour and the Saudi investment fund, ultimately shaping the future of LIV Golf. Rahm’s decision to join the league may be seen as a calculated move in anticipation of a potential reunification of golf, with the added bonus of a substantial financial gain.
The landscape of golf, once resistant to LIV, has experienced a shift with even notable critics like Rory McIlroy suggesting a reconsideration of the stance against LIV players participating in events such as the Ryder Cup.
The impact of Saudi Arabia’s entry into the golf scene is apparent in the substantial increase in prize money earned by top players on the LIV Tour compared to the PGA Tour. This, in turn, has prompted a shift in the discourse surrounding the Saudi kingdom’s role in the sports world, from questioning the nature of this change to speculating on the extent of its influence.
As Saudi Arabia continues to expand its presence in the world of sports, it compels us to reflect on the evolving intersection of money, ethics, and the integrity of sports.