Saudi Arabia's merciless path to becoming a sports superpower

The Saudi Pro League is “very competitive” and he is “so proud” of moving to the kingdom, said the five-time world footballer during his pompous presentation as a new addition to Al-Nassr FC. Paid handsomely, Ronaldo immediately fulfilled his assigned role as a PR ambassador for Saudi Arabia, which wants to establish itself as a sports superpower in the style of Qatar, as soon as he took up his post.

The superstar will inspire “our league, our nation and the coming generations,” said Al-Nassr. For the “Kicker”, however, the 37-year-old’s transfer is “perhaps the biggest sportswashing coup ever seen outside of the World Cup in Qatar”. Critics repeatedly warn that the aim is to distract attention from massive human rights violations. The coup with the still dazzling Portuguese is the most spectacular stage so far in a strategy that the Saudi crown prince is pursuing with vigor.

Formula 1, Newcastle & Co. Formula 1 races, boxing world championships, its own golf series, the Asian Winter Games in 2029 – Saudi Arabia has been positioning itself as a host of major sporting events for years and is expanding its influence on the international sporting stage. Football is increasingly taking on the main role, and the kingdom is positioning itself to host the World Cup in 2030.

The Formula 1 premiere took place in Jeddah just over a year ago. © APA/afp / GIUSEPPE CACACE

The kingdom's public investment fund took over the Premier League club Newcastle United in 2021. Saudi Arabia's sports minister hopes that Manchester United and Liverpool FC, which are up for sale, will also pass into the hands of Saudi investors.

FIFA boss Gianni Infantino maintains good contacts in Riyadh. In 2021, he appeared in a Saudi promotional video and praised the country's development. Saudi Arabia is also said to have been behind the billion-dollar deal for the rights to new competitions and other rights that Infantino tried to push a few years ago - ultimately unsuccessfully.

Ronaldo's signing sparks a new football euphoria. © APA/afp / JORGE FERRARI

In recent years it has been a thorn in the side of the Saudi royal family that Qatar, of all places, has overtaken its big neighbor in international sports politics. With the Ronaldo deal, which probably costs at least half a billion euros in salary and bonus payments, Saudi Arabia now sees its time. “Every country would love to host the World Cup,” Saudi Sports Minister Abdulasis bin Turki al-Faisal recently told the BBC. A joint application with Egypt and Greece is being discussed.

Football is the national sport in Saudi Arabia. The fan culture can rival that of other countries. Ronaldo should now attract even more attention to the country's league with his charisma. The 76-year-old, who played for Al-Ittahad Jeddah from 1979 to 1981, believes that other stars could follow Ronaldo and the lure of money.

Human rights discourse Human rights activists have long been alarmed by the kingdom's efforts. Opponents of the government are being persecuted harshly in Saudi Arabia. Freedom of expression and assembly are severely restricted, and alcohol and homosexuality are strictly forbidden. The US secret services also hold the crown prince responsible for the brutal murder of the anti-government Saudi journalist Jamal Khashoggi in Istanbul.

However, the conservative kingdom has opened up socially in recent years, and women's rights in particular have been strengthened. During his first appearance in the new jersey, Ronaldo assured that he also wanted to be an inspiration for young people and women in the future.

Friend Georgina Rodriguez also made a statement. She wore an abaya at the on-field reception ceremony, which earned her much praise from the Saudi media. Women in Saudi Arabia commonly wear this long, black robe over their clothing in public. Rodriguez respects the kingdom's traditions, a newspaper report said. Ronaldo's new masters must also have really liked this gesture.

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Saudi Arabia's merciless path to becoming a sports superpower

Cristiano Ronaldo's paean to Saudi Arabia's football may have sounded sweet to Crown Prince Mohammed bin Salman's ears.

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