FIFA recently announced a groundbreaking partnership with Saudi Arabia’s state oil giant, Aramco.
The deal, which is scheduled to run until 2027, grants Aramco sponsorship rights for both the upcoming Men’s World Cup in 2026 and the subsequent Women’s World Cup in 2027.
This collaboration not only highlights Saudi Arabia’s growing influence in global sports, but also sparks debates about ethical considerations in such partnerships.
Aramco’s foray into sports sponsorship is not unprecedented. The company has already signed deals with other major sporting arenas, including Formula 1 and the International Cricket Council, cementing its presence in the global sporting landscape.
FIFA President Gianni Infantino welcomed the partnership, highlighting Aramco’s long-standing support for world-class events and its commitment to grassroots sports initiatives.
However, the announcement has prompted scrutiny, particularly regarding Saudi Arabia’s motivations and the potential impact of such alliances.
Critics have long accused Saudi Arabia of using sports investments to boost its international image – a strategy often referred to as “sports laundering.”
Despite its participation in prestigious sporting events, including hosting high-profile competitions such as Formula E and European Tour golf, Saudi Arabia faces intense scrutiny over a variety of human rights issues.
The kingdom’s human rights record, highlighted by the murder of journalist Jamal Khashoggi in 2018, gender inequality, suppression of free expression and involvement in the Yemen conflict, continues to raise global concerns.
A report published in November 2023 revealed Saudi Arabia’s extensive involvement in sports sponsorship, with 312 contracts across 21 different sports – a sign of the Kingdom’s concerted efforts to establish itself in the global sports industry.
Furthermore, Saudi Arabia’s bid for the 2034 World Cup, following Australia’s withdrawal from the competition, underlines its ambitions to host major sporting events on its soil, further strengthening its presence on the world stage.
Amid mounting criticism, human rights organizations such as Amnesty International have raised concerns about FIFA’s partnership with Aramco.
They have called on FIFA to prioritize human rights considerations and conclude binding agreements with Saudi Arabia to protect against exploitation, discrimination and oppression.
As FIFA prepares to announce the hosts of the 2034 World Cup, the ethical implications of partnering with nations with controversial human rights records are coming into the spotlight, leading to calls for greater accountability and transparency within the global sports governance framework.