Saudi Arabia is set to host the Italian Super Cup once again, this time at an estimated cost of 3 million euros. The event, scheduled from January 2 to 6, 2025, will bring together top Italian teams—Inter Milan, AC Milan, Juventus, and Atalanta—to compete on Saudi soil. While this is the fifth time Saudi Arabia has hosted the tournament, critics argue that this and other high-cost sports events reflect Crown Prince Mohammed bin Salman’s (MBS) focus on improving Saudi Arabia’s international image rather than addressing pressing domestic challenges.
Lavish Spending on International Sports Events
The Italian Super Cup is just one of several high-profile sports events hosted in Saudi Arabia in recent years. MBS has invested millions to bring international tournaments, matches, and star-studded lineups to the kingdom, including this year’s African Super Cup between Egyptian teams Al Ahly and Zamalek. Public funds, primarily through Saudi Arabia’s sovereign wealth fund, cover expenses for the teams, players, and even additional entertainment, with recent events including concerts and dance performances before matches. However, critics question the benefit of these lavish expenses for ordinary Saudis.
Critics argue that this significant spending on sports events primarily serves as “sportswashing”—an effort to use sports to improve the country’s image globally. As Saudi Arabia faces criticism on human rights issues and limited social freedoms, MBS has sought to showcase a new, modern Saudi Arabia, using sports to project an image of openness and progress.
Financial Priorities Amid Economic Challenges
As Saudi Arabia spends millions on hosting international sports tournaments, many citizens face economic struggles. The country has seen a rise in living costs, with increasing housing prices and taxes impacting ordinary citizens. Despite Saudi Arabia’s oil wealth, reports indicate that many Saudis struggle with unemployment and poverty, while some resort to informal work in cafes or selling produce to make ends meet.
This contrast between luxury spending on sports and everyday economic realities has raised questions about MBS’s priorities. Young Saudis line up for job applications, while others face growing economic pressure. Critics argue that public funds could be better spent addressing these issues rather than bringing foreign teams to play in Saudi stadiums.
“Image Laundering” through Sports
International reports, including a recent analysis from the European think tank “Fink,” suggest that MBS’s focus on sports is primarily to improve Saudi Arabia’s global image, particularly with Western audiences. These efforts include high-profile sports events and even high-value contracts with famous players to compete in Saudi leagues. Yet, critics argue that these investments, though extensive, have yielded limited returns in terms of reputation and global influence.
According to these reports, Saudi Arabia’s sports initiatives have not gained the level of credibility that MBS hopes to achieve. While the kingdom’s extensive spending on sports makes headlines, the substance behind these events remains questionable, as they do not necessarily lead to meaningful development or engagement for Saudi citizens.
Diminishing Returns from Expensive Sports Investments
While the recent summer transfer window saw Saudi clubs spending approximately 482 million euros—down from last year’s 978 million—most of this spending was concentrated among clubs owned by the Public Investment Fund (PIF). This investment aims to position Saudi clubs as major players on the global sports stage. However, critics argue that despite the heavy spending, these investments have not translated into the desired influence in international sports.
The report also highlights that Saudi sports investments, especially in football, have yet to create significant influence beyond the kingdom’s borders. While MBS hopes to position Saudi Arabia as a sports destination, experts question whether this spending truly enhances Saudi Arabia’s standing in the sports world or if it simply drains public funds with limited domestic benefit.
Questioning the Impact of MBS’s Sports Strategy
MBS’s decision to allocate 3 million euros to the Italian Super Cup reflects his larger strategy of using sports as a tool for international influence. However, as many Saudis face economic difficulties and the high costs of living, critics argue that public funds could be better used to address these pressing issues rather than hosting international sports events.
For many Saudi citizens, the extensive spending on sports feels detached from their realities, as they continue to navigate economic challenges. If MBS’s goal is to truly modernize Saudi Arabia, critics suggest that prioritizing economic development and infrastructure improvements over luxury sports events would have a more substantial impact.
