Saudi Crown Prince Mohammed bin Salman (MBS) continues to pour billions into sports and entertainment projects in an attempt to bolster his image on the global stage. His most recent venture—an expensive boxing event in the UK—has drawn sharp criticism for its wasteful spending and questionable motives. While Saudi Arabia faces growing economic challenges, MBS appears determined to pursue “sportswashing,” using high-profile events and celebrity endorsements to deflect attention from human rights abuses and the country’s internal struggles. Critics argue that these investments do little to benefit Saudi citizens and only serve to enhance the Crown Prince’s global reputation.
Millions Spent on UK Boxing Event
One of MBS’s latest ventures was a boxing event in the United Kingdom, organized by his entertainment advisor, Turki Al-Sheikh. According to sources, this event cost the Saudi government 7 million euros, part of a broader strategy to use sports to clean up MBS’s international image. The event was framed as an effort to project Saudi Arabia as a modern, forward-thinking nation, but its high cost raises questions about the priorities of the Saudi leadership, especially in the face of significant economic challenges at home.
Celebrity Endorsements for Image Management
In a bid to maximize the event’s exposure, Al-Sheikh recruited supermodel Naomi Campbell and actress Sienna Miller to promote the event and associate themselves with Saudi Arabia’s growing entertainment industry.
These celebrity endorsements are part of MBS’s larger campaign to attract global influencers and celebrities to Saudi projects, in an effort to shift the focus away from the country’s problematic human rights record. However, these endorsements come with a hefty price tag, further fueling criticism of how public funds are being used to enhance the Crown Prince’s reputation rather than improve the quality of life for everyday Saudis.
Expanding into Digital and Golf: More Costly Ventures
The Saudi government’s spending spree in sports and entertainment does not stop at boxing. Recently, the Saudi Pro League signed a digital partnership with TikTok, making it the official digital partner for the 2024-2025 season. This $4 million deal aims to provide exclusive content for fans, including behind-the-scenes footage and interviews with players and clubs. While the deal is presented as a way to modernize the fan experience, critics argue that this, too, is another example of prioritizing image over substance.
Moreover, Saudi Arabia’s “Golf Saudi” initiative has teamed up with American company Topgolf Callaway Brands to build three new golf facilities across the kingdom by 2028, with a projected cost of $5 billion. This partnership is part of a broader push to expand the country’s sports infrastructure. However, for many Saudis, this investment in sports infrastructure does not address their pressing economic concerns.
Economic Struggles of Saudi Citizens
While MBS spends billions on boxing, golf, and entertainment, Saudi citizens face increasing economic hardship. Unemployment remains a significant issue, with long lines of young Saudis queuing up for government and private sector jobs. More concerning, many Saudi women are forced to take low-paying jobs in restaurants, cafes, and even sell fruits and vegetables in the streets—an unusual sight in the oil-rich kingdom.
Rather than addressing these economic issues and improving the standard of living for ordinary Saudis, the government is spending an estimated 60 billion riyals annually on sports. This figure is expected to rise to 100 billion riyals in the next few years, as MBS continues to push for more sports and entertainment events. These projects may bring global attention to Saudi Arabia, but their impact on the local population remains questionable.
Forced Corporate Contributions and Extravagant Spending
Beyond government spending, MBS has reportedly pressured family-owned companies in Saudi Arabia to contribute financially to the sports sector. This diversion of private funds from other economic sectors to support MBS’s sports initiatives is seen by critics as another example of the Crown Prince prioritizing his international reputation over the well-being of his citizens.
In addition to sports, MBS is heavily investing in entertainment, with the “Joule Al Mamlaka 2024” festival costing a staggering $4 billion. The festival, which featured Saudi, Arab, and international artists, included concerts, dances, films, and theater performances. While these events are promoted as part of MBS’s Vision 2030 to modernize Saudi Arabia, many question whether these costly entertainment spectacles are what the kingdom truly needs.
A Wasteful Pursuit of Global Recognition
MBS’s aggressive spending on sports and entertainment is a double-edged sword. On one hand, these projects aim to reshape Saudi Arabia’s image as a modern, culturally rich nation open to the world. On the other hand, the vast sums being spent on these ventures are seen by many as wasteful and disconnected from the realities faced by ordinary Saudis.
While MBS continues to pour billions into projects that may improve his international standing, the question remains: at what cost to the Saudi people? With rising unemployment, economic challenges, and growing inequality, critics argue that the kingdom’s resources could be better spent on addressing these pressing domestic issues rather than on high-profile boxing matches and celebrity endorsements abroad. As Saudi Arabia moves forward with its Vision 2030 plans, the gap between the government’s priorities and the needs of its citizens may continue to widen.
