The empty stands at the Jeddah World Masters of Snooker were not a mere coincidence or a marketing glitch. They were a stark illustration of Saudi Arabia’s extravagant yet ineffective strategy of using sport as a tool of soft power. Despite the astronomical prize pool of 2.5 million riyals for the winner, media reports and eyewitness accounts confirmed that the early rounds of the tournament drew virtually no audience.
Critics quickly dismissed the event as far from being the “fourth major tournament” Saudi Arabia hoped to market. Instead, it was described as a dull, soulless attempt lacking historical depth or the atmosphere essential to a world-class sporting event. Early rounds were criticized for their brevity and lifelessness, with lavish prize money unable to conceal the sea of empty seats.
Financial Showmanship Without a Fanbase
For years, Saudi Arabia has banked on “sports soft power” — hosting international events to polish its image as a modern, open country. Yet, the Jeddah snooker tournament exposes a fundamental flaw: massive investments without a genuine domestic audience. Flying in top global players and handing out massive cheques does little if no local fans are present or even care about the sport.
Snooker, for most Saudis, is not a household game. The kingdom has no historical or cultural connection to it. Hosting a global tournament in a country unfamiliar with the rules or culture of the game is like staging a Shakespeare play in a foreign language before an uninitiated audience. The result: silent arenas and desperate camera crews searching for decent crowd shots.
Soft Power Cannot Be Bought
True soft power is built through sustainable engagement — through culture, values, and grassroots sports. When the UK invested in football or Brazil in martial arts, it was an organic expression of deep-rooted national culture. Saudi Arabia, on the other hand, is attempting a top-down image construction — importing football stars, hosting unfamiliar tournaments, and hoping public enthusiasm will trickle down. But Jeddah proved that without a solid base, the top crumbles quickly.
Repeated Failures in the Same Pattern
Snooker is not an isolated case. Similar scenes of low attendance plagued Formula E races and boxing matches in the kingdom, despite heavy advertising and even free or symbolic ticket prices. Some football matches, despite the presence of high-profile players, also suffered from poor turnout — especially for non-crucial games.
This raises critical questions: Is the goal to build a true sports culture? Or is it to produce glossy media snapshots for foreign consumption? If the latter, the scenes from Jeddah backfired spectacularly — portraying an event without energy, without people, without soul.
Global Parallels in Sports Failure
Jeddah’s failure mirrors other attempts at buying sports glory. Azerbaijan poured millions into Formula 1 only to suffer from years of low attendance. China hosted major tennis tournaments with massive prize money, only to face rows of empty seats — sometimes resorting to hiring fake crowds.
These cases underscore a universal truth: building a loyal fanbase takes time and community investment — not just money.
The Negative Global Message
Instead of showcasing a true sports renaissance, Jeddah offered a sobering picture of a country trying to buy a reputation it hasn’t earned. It casts a shadow over Crown Prince Mohammed bin Salman’s vision to use sports to rebrand Saudi Arabia’s image globally.
In sports, credibility is built slowly and lost quickly. The image of empty seats in what was supposed to be a “Masters” tournament will not fade easily, especially in a world where established tournaments boast organic fan engagement and packed stadiums.
Entertainment Without Sustainability
Saudi Arabia’s sports entertainment strategy appears seasonal and transactional — designed to catch the world’s eye without embedding the events into the local social fabric.
Sports aren’t like one-off concerts. They require cultural and human infrastructure — schools that teach the game, grassroots clubs, youth tournaments, and amateur leagues. Without these, international tournaments in Saudi Arabia will remain disconnected spectacles — gone once the TV broadcast ends.
Financial Drain Without Public Return
According to economic estimates, Saudi Arabia has spent over $15 billion in the last five years on high-profile sports ventures — including football transfers and global tournaments. Yet, the local fanbase remains thin, and the public return on this investment is underwhelming.
When hundreds of millions are spent on a tournament like snooker only to end in silence and empty seats, the message to the world isn’t about Saudi generosity — it’s about poor planning and the absence of a long-term strategy. The money wasted on vacant venues could have been used to build sports academies and nurture generations of athletes and fans instead of a fleeting television illusion.
From Buying Prestige to Building Foundations
The Jeddah Masters was a golden opportunity to prove Saudi Arabia could host a vibrant world-class event. Instead, it served as a case study in failure: money isn’t enough, and soft power cannot be bought — it must be earned and rooted in society. If the kingdom wants to become a true sports destination, it must start from the bottom — schools, local clubs, grassroots support, and passionate fans. Without this, its tournaments will remain nothing more than expensive scenery — lacking audience, impact, and credibility
