Saudi Arabia's Vision 2030 Campaign

The most prominent sporting events in recent history have predominantly featured American and Western European teams. However, a new contender has recently emerged on the global sporting stage. Through its Vision 2030 campaign, Saudi Arabia is strategically utilising the sports industry as a means to diversify and expand its economy.

Saudi Arabia’s involvement in global sports dates back nearly four decades. It began with the collaboration between the Saudi airline, Saudia, and the Williams Formula One team in 1977, followed by the invitation of the former World Cup winner, Rivelino, to join the Saudi club Al-Hilal in 1978. Since then, Saudi sports have consistently grown and evolved. In the past five years, Saudi Arabia has been notably successful in attracting major sporting events and high-profile athletes to the country. Additionally, the state’s Public Investment Fund has made substantial investments in entities such as the McLaren Group, Newcastle United, and LIV Golf. Remarkably, this aligns with Saudi Arabia’s Vision 2030 campaign goal of increasing the assets of its Public Investment Fund.

Saudi Arabia’s economic diversification efforts are driven by the need to reduce its heavy reliance on oil, prompted by the volatility of global oil markets and the desire for long-term economic stability. The Vision 2030 campaign also aims to boost foreign investment, promote tourism and hospitality, and establish new industries that can directly benefit from the hosting of major sporting events within Saudi Arabia. However, Saudi Arabia’s involvement with sports has not been without controversy.

A central objective of the Vision 2030 campaign is to enhance Saudi Arabia’s global image, especially in the wake of allegations of human rights violations, including the death of Jamal Khashoggi, where a declassified United States intelligence report claimed Saudi Crown Prince and Prime Minister Mohammed Bin Salman. The term ‘sportswashing’ has been used to describe nations that seek to divert public attention away from unfavourable aspects of their nation, thereby improving their international image. When confronted with accusations of sportswashing, Saudi Crown Prince and Prime Minister, Mohammed Bin Salman responded, ‘If sportswashing is going to increase my GDP by 1%, then we'll continue doing sportswashing. I don't care [about the term]. I have 1% growth in GDP from sport and I am aiming for another 1.5%. Call it what you want – we are going to get that 1.5%.’ Regardless of the true motivations behind Saudi Arabia’s recent surge in sports investments, it has proven economically beneficial, and the state intends to further bolster its engagement in the industry. 

There is some apprehension concerning Saudi Arabia’s involvement in global sports. In 2019, tennis stars Novak Djokovic and Rafael Nadal initially agreed to play a match in Jeddah but withdrew their participation upon learning about the death of Jamal Khashoggi, following public pressure. Nevertheless, aside from a possible bid by Australia, Saudi Arabia stands as the frontrunner to host the 2034 World Cup. Despite the criticism Saudi Arabia may encounter concerning their alleged sportswashing and human rights violations, its growing influence in the sports industry may soon compel the sporting world to look past these concerns.

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