Revisiting Saudi Arabia’s Sports Strategy: Sports Diplomacy or Sportswashing?

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Political Science and International Relations, Faculty of Literature and Humanities, Lorestan University, Khorramabad, Iran

2 M.A. in International Relations, Kharazmi University, Tehran, Iran

Abstract

A principal strategy employed by states to alter global perceptions is reliance on sports diplomacy. However, certain endeavors within this domain do not align with the principles of sports diplomacy but instead fall under the category of sportswashing. Sportswashing refers to the use of sports to enhance a nation's international image, aimed at mitigating political and human rights pressures. In light of this distinction, the present research aims to examine the effectiveness of Saudi Arabia's sport-centric strategy by addressing the following question: Is Saudi Arabia's sports strategy a sustainable diplomatic approach, or is it merely a transient tool for reshaping its international reputation? This study evaluates the efficacy of this strategy within the kingdom's foreign policy by analyzing Saudi Arabia's sporting initiatives and conducting a comparative analysis with similar historical cases. The findings, based on a descriptive-analytical approach and documentary research methods, indicate that while Saudi Arabia's involvement in sports has, in the short term, improved diplomatic interactions and strengthened its position within international sports institutions, the inherently sportswashing nature of its approach raises significant doubts about its long-term effectiveness and sustainability.
Extended Abstract
Introduction: In contemporary international relations, states increasingly leverage sports as a strategic tool to reshape global perceptions, enhance diplomatic engagement, and project soft power. While traditional focuses on fostering long-term international relations and cultural exchange, the emerging concept of the deliberate use of sports investments and mega-events to improve a nation's international reputation and deflect scrutiny from domestic political and human rights issues. Saudi Arabia has become a paradigmatic example in recent years, undertaking an unprecedented, state-driven investment in global sports as a central pillar of its Vision 2030 diversification and modernization agenda. This study examines the nature and effectiveness of this strategy by posing a central research question: Is Saudi Arabia's sports-oriented approach a sustainable form of diplomatic engagement, or is it primarily a temporary tool for managing its reputation?
Methodology: This research employs a descriptive-analytical approach within a qualitative framework, utilizing documentary analysis as its primary methodological tool. It conducts a comparative historical analysis that situates Saudi Arabia's contemporary sports strategy within a broader global context. The study examines analogous historical and contemporary cases, including Germany (1936 Olympics), Argentina (1978 FIFA World Cup), China (2008 Olympics), Russia (2018 FIFA World Cup), and Qatar (2022 FIFA World Cup). This comparative approach enables the identification of recurring patterns, challenges, and outcomes associated with using sports for geopolitical purposes. The theoretical framework is grounded in Joseph Nye's concept of critically analyzing how Saudi Arabia's strategy aims to cultivate attraction and influence preferences, while also exploring its limitations when perceived as inauthentic or manipulative.
Findings: The analysis reveals that Saudi Arabia's strategy demonstrates a dual and often ambiguous nature, balancing between sports diplomacy and sportswashing. On one hand, its actions align with diplomatic objectives: substantial investments have secured a stronger presence within international sports institutions (e.g., FIFA), fostered new diplomatic and economic relationships, and promoted a narrative of domestic social transformation (e.g., increased female participation). Hosting events such as the Formula 1 Grand Prix and high-profile boxing matches, along with acquisitions like Newcastle United F.C., has undeniably elevated the Kingdom's profile on the global sports stage. On the other hand, the study highlights significant elements of sportswashing. The timing and scale of these investments seem strategically designed to counter persistent and severe international criticism concerning human rights abuses, the suppression of political dissent, and the conduct of the war in Yemen. The findings suggest that although these sports initiatives have produced short-term gains in visibility and diplomatic access, their long-term effectiveness in achieving a fundamental and sustainable improvement in Saudi Arabia's international legitimacy remains highly questionable. The comparative analysis offers crucial insights. Successful sports diplomacy, as demonstrated by post-war Germany and the UK's 2012 Olympics, is typically embedded within broader, genuine domestic reforms and sustained cultural engagement. In contrast, cases such as Qatar (2022) and Russia (2018) show that hosting mega-events without accompanying substantive political liberalization or improvements in human rights fails to permanently rebrand a nation's image; international criticism tends to resurface once the event concludes. Saudi Arabia's trajectory appears to align more closely with the latter model. The study concludes that the inherent contradictions of the strategy—promoting an image of openness through sports while maintaining authoritarian political controls—fundamentally undermine its sustainability. Its effectiveness remains heavily dependent on continuous financial inflows from hydrocarbon revenues, raising questions about its durability.
Conclusion: This study concludes that Saudi Arabia's current sports strategy primarily serves as a form of sportswashing rather than a genuine, sustainable sports diplomacy initiative. Although it has successfully generated short-term diplomatic and commercial engagement and enhanced the country's standing within the global sports ecosystem, it has not succeeded in fundamentally changing the international narrative regarding its governance and human rights record. The long-term success of the strategy depends on factors beyond sporting investments—specifically, the implementation of meaningful domestic political and social reforms that align with the modern image projected through sports. Without these foundational changes, the Kingdom’s sports blitz risks following the trajectory of other sportswashing cases, where initial gains are eventually overshadowed by renewed geopolitical tensions and persistent normative criticisms. Therefore, the transition of this strategy from sportswashing to a respected and effective form of soft power diplomacy remains uncertain and hinges on future political decisions within the Kingdom itself.
 

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Main Subjects

References

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History

  • Receive Date: 02 October 2023
  • Revise Date: 31 July 2025
  • Accept Date: 07 March 2024

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