RIYADH, Saudi Arabia -- When fans arrived at the King Fahd International Stadium to watch the Italian Super Cup between AC Milan and Inter Milan last week, they were each handed an LED wristband that was programmed to flash red or blue (the colours of the two teams) whenever a goal went in. Each time Inter scored in their 3-0 win, the wristbands turned the stadium into a wave of bouncing blue lights -- an impressive spectacle on an otherwise dark and cold desert night. The rights to stage the one game cost $8 million alone, but there's no expense spared when Saudi Arabia puts on a show.
For over a week, the eyes of the soccer world were fixed on Saudi Arabia, but its hope is to remain the centre of attention for much longer.
On Jan. 15, the capital Riyadh staged the Spanish Supercopa between Barcelona and Real Madrid. On Jan. 18, it was the Italian version featuring Milan and Inter, two of Serie A's biggest teams. Less than 24 hours later they had Lionel Messi vs. Cristiano Ronaldo in a "G.O.A.T.s in the Gulf" exhibition game between Paris Saint-Germain and a Riyadh All-Star XI and then, to top it off, Ronaldo's debut for Al Nassr in their own Saudi Pro League.
In the space of seven days, Saudi fans were treated to two of the biggest club games in European soccer, a head-to-head between two of the greatest players in history and then a league match featuring Ronaldo, one of the most famous people on the planet, in their country.
The Middle East isn't shy when it comes to bold statements of intent, but even by its standards it was a big week. The future, though, could be even more seismic.
Answers to questions about why this is happening in Saudi Arabia depend on who you ask. Saudi soccer authorities insist it's about growing the game in their soccer-mad country. Amnesty International say the aim is "sportswashing" -- the term used to describe authoritarian regimes using sports to alter their image abroad and distract from poor records on human rights.
Another theory is that it's all building towards a bid, as yet unannounced, to host the World Cup in 2030. (There's also the ambitious, state-run project called Vision 2030, which is built around "a vibrant society, a thriving economy and an ambitious nation" to help "the Kingdom's long-term economic success.") The truth probably lies somewhere in the middle, although there's one common denominator running through it all -- money, and lots of it. Rich in oil, Saudi Arabia has access to wealth so massive that almost nothing is off the table.
In 2022, the revenue reported by Aramco, the Saudi government-owned oil firm, was more than $550bn, with estimated profits of $700m every day. Saudi Arabia's Public Investment Fund (PIF) -- among the largest sovereign wealth funds in the world -- is valued in excess of $620bn.
Money talks and Saudi Arabia have enough to dominate most conversations.
Saudi investment in sport -- a strategic aim since 2016 under Vision 2030, which has brought about sweeping social and economic change -- extends far beyond soccer. Heavyweight boxing title fights involving Anthony Joshua have been staged in Diriyah in 2019 and Jeddah in 2022, while PIF has also backed the controversial LIV Golf tour, the first "season" of which is reported to have cost close to $800m, with another billion projected in Year 2.
There is also a 10-year, $650m deal to host Formula One races and an agreement to host two WWE events every year for the next decade. There has been speculation in the region that PIF could buy out both F1, worth more than $20bn, and WWE, worth around $6.5bn, in full. The sums are vast, but they're a drop in the ocean.
Conversations have also taken place with officials from MLB and the NBA -- both the context and contents of those talks remain as yet undisclosed -- and in December, the NBA's board of governors voted to approve investments from sovereign wealth funds. Interest in the NFL is also growing on the back of Saudi state-owned media company Saudi Sports Company reaching a three-year deal for rights in 2021.
In soccer, PIF fronted an ownership group that completed a $370m takeover of Premier League team Newcastle United in 2021, and there is enthusiastic government support for private sector bids for Manchester United and Liverpool, as both big clubs are currently up for sale. Ronaldo was attracted to the Saudi Pro League by a contract worth $200m a year, making him the highest-paid athlete in history. The deal to host the Spanish Super Cup costs $40m annually, while the latest offer to host the Italian Supercoppa until 2029 is worth a reported $138m.
Soccer remains the No. 1 sport in Saudi Arabia -- the government estimates that 80% of its 35 million people play or follow it in some way -- and the ambition is to have a league and a national team to match. (Former Manchester City chief executive Garry Cook has recently been announced as the league's new CEO, which will help their global push.) There's been talk that Messi could be the next global icon tempted to the Saudi Pro League (SPL) with the idea that if Ronaldo and Messi are there, other star names will follow.
The creation of LIV Golf has also shown that Saudi Arabia is not afraid of upsetting the established order. Big names like Dustin Johnson, Phil Mickelson and reigning Open champion Cam Smith have turned their back on the PGA Tour to play on the new, but highly lucrative, circuit -- Johnson, Mickelson and Smith are reported to be earning a combined $500m in guaranteed contracts alone -- and it raises questions about whether the SPL could ever compete with the English Premier League when it comes to signing the world's best players at the peak of their careers.
